A MINOR PROJECT REPORT ON

GREEN CONSUMERS

Submitted in the Partial Fulfillment for the Requirement of Bachelors of Business Administration

BBA III (E)(B) BATCH -2010-2013

Submitted to: Dr. J.K.Batra Project Guide

Submitted by: Name: Arman Taneja Roll No.09924501710 Batch: - 2010-2013

Jagannath International Management School

Kalkaji, New Delhi

ACKNOWLEDGEMENT
I would like to take an opportunity to thank all the people who helped me in collecting necessary information and making of the report. I am grateful to all of them for their time, energy and wisdom. Getting a project ready requires the work and effort of many people. I would like all those who have contributed in completing this project. First of all, I would like to send my sincere thanks to DR. J.K.BATRA for his helpful hand in the completion of my project.

NAME:ARMAN TANEJA DATE: 11/10/2011

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EXECUTIVE SUMMARY

Environmental Management is not, as the phrase suggests, the management of the environment as such but rather the management of the humankind's interaction with and impact upon the environment. The need for environmental management can be viewed from a variety of perspectives. A more common philosophy and impetus behind environmental management is the concept of carrying capacity. Simply put, carrying capacity refers to the maximum number of organisms a particular resource can sustain. The concept of carrying capacity, whilst understood by many cultures over history, has its roots in Malthusian theory. A common example of the consequences of exceeding the carrying capacity of an area is the starvation and eventual cannibalism of tribes on the Easter Islands after the depletion of the island's resources. Environmental management is therefore not the conservation of the environment solely for the environment's sake, but rather the conservation of the environment for humankind's sake. This element of sustainable exploitation, getting the most out of natural assets, is visible in the French approach to water resources. Environmental management involves the management of all components of the bio-physical environment, both living (biotic) and non-living (abiotic). This is due to the interconnected and network of relationships amongst all living species and their habitats. The environment also involves the relationships of the human environment, such as the social, cultural and economic environment with the bio-physical environment. As with all management functions, effective management tools, standards and systems are required. An environmental management standard or system or protocol attempts to reduce environmental impact as measured by some objective criteria. The ISO 14001 standard is the most widely used standard for environmental risk management and is closely aligned to the European Eco Management & Audit Scheme (EMAS). As a common auditing standard,

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the ISO 19011 standard explains how to combine this with quality management. The UK has developed a phased standard (BS8555) that can help smaller companies move to ISO 14001 in six manageable steps. Other environmental management systems tend to be based on this standard and to extend it in various ways: * The Natural Step focuses on basic sustainability criteria and helps focus engineering on reducing use of materials or energy use that is unsustainable in the long term * Natural Capitalism advises using accounting reform and a general biomimicry and industrial ecology approach to do the same thing * US Environmental Protection Agency has many further terms and standards that it defines as appropriate to large-scale EMS * The UN and World Bank has encouraged adopting a "natural capital" measurement and management framework. * The European Union Eco-Management and Audit Scheme (EMAS) Other strategies exist that rely on making simple distinctions rather than building top-down management "systems" using performance audits and full cost accounting. For instance, Ecological Intelligent Design divides products into consumables, service products or durables and unsaleables - toxic products that no one should buy, or in many cases, do not realize they are buying. By eliminating the unsaleables from the comprehensive outcome of any purchase, better environmental management is achieved without "systems"

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TABLE OF CONTENTS

Description Acknowledgement (i) Contents with page no. Executive Summary Certificate of completion Introduction to topic Objectives Literature review Research Methodology Analysis & Interpretation Findings & Inferences LIMITATIONs Recommendations and Conclusion Bibliography

Page No. (i)

INTRODUCTION TO TOPIC
THINK GREEN
At Waste Management, green is more than just the color of their trucks and containers. It is a daily reminder to their over 50,000 employees across North America of the important role each of them play as stewards of the environment. Waste Management has a deep commitment to making a difference for the environment, for communities and for people.To them, to Think Green means embracing the tremendous responsibility they have, as leaders in their industry, to use their strength, talents, resources and technologies to better the communities they serve. As the leading provider of comprehensive waste management, recycling and environmental services in North America, Waste Management serves municipal, commercial, industrial and residential customers throughout the United States, Canada and Puerto Rico. Waste Management serves more than 20 million residential and commercial customers though its network of collection operations, transfer stations, landfill disposal sites, waste-to-energy plants, recycling facilities, and other related services. In one of their Think Green TV commercials they ask the question, "Who would ever think that the waste they generate could generate enough green energy to power an entire community?" The answer is, "They would." Waste Management is actively committed to the development of green energy projects - whether it's collecting and processing the methane gas that is naturally produced in landfills, using solid waste to generate clean power or powering a fleet with clean-burning alternative fuel. Converting waste to energy. Another way that they are helping to conserve fossil fuels is by converting municipal solid waste into energy. Waste Managements subsidiary, Wheelabrator Technologies Inc., uses trash as fuel to generate electrical power through its 17 waste-to-energy plants, which has the capacity to process up to 24,000 tons of waste per day. Converting trash to energy substantially reduces the volume of the waste disposed of in landfills and provides a viable and economical alternative to the use of fossil fuels. 1 In one of our Think Green TV commercials we ask the question, "Who would ever think that the

A leading waste-to-energy provider in the United States, Wheelabrator helped pioneer the process of converting waste into energy more than 30 years ago. Since then, the company has processed more than 118 million tons of municipal solid waste into energy, saving more than 120 million barrels of oil while generating 65 billion kilowatt hours of clean, renewable electricity. In a letter to the industry, the EPA has stated that waste-to-energy plants, like those operated by Wheelabrator, produce electricity with less enviromental impact than almost any other source of electricity. And studies conducted in conjunction with the EPA have demonstrated that waste-to-energy plants prevent the release of millions of tons of greenhouse gases. Together, Waste Managements landfill gas projects and waste-to-energy projects produce enough electricity to power more than 800,000 homes, saving the equivalent of about 8.2 million barrels of oil per year. The opportunity to lead the way. Reduce, reuse, recycle. Through their subsidiary, WM Recycle America (WMRA), they provide recycling programs that are cost-effective and environmentally sound for cities, businesses and households. Waste Management is the largest provider of recycling services in North America, processing 5.8 million tons of commodities in 2005. As North Americas largest recycler, they processed 5.8 million tons of commodities in 2005, saving more than 41 million trees and enough energy to power about 848,000 households. They continue their role as an industry leader, offering communities and businesses more effective and affordable recycling options as well as providing manufacturers and end users with the secure, consistent stream of high-quality raw materials they need to maintain operational efficiency. As the nations largest collector of recyclables from businesses and households, they are taking the reduce-reuse-recycle concept into every venue. In residential areas, they are creating sustainable recycling programs through working partnerships with local communities and municipalities. As a leading marketer of post-consumer and post-industrial commodities, they are providing fiber, nonfiber, scrap metal, textiles, rubber, electronic scrap and plastics to endusers of recycled materials worldwide.

Its one thing to say they support recycling. Its quite another to step up to the challenge of making it work. They are working to make it easier for people to recycle. They are dedicated to making it more cost-efficient for businesses and industries. And they creating a sustainable model for the future growth of recycling programs.

BASICS OF ENVIRONMENT
The dictionary meaning of the term environment is surroundings - the region surrounding or circumstances in which anything exists, everything external to the organisms. Environment therefore, refers to the sum of total conditions that surround man at a given point in space and time. The term environment was introduced in Ecology by biologist Jacob Van Uerkul (1864-1944) to denote these aspects of the world surroundings, with reference to organisms. The field of environment involves an understanding of the scientific principles, economic influences and political actions attending these aspects.

TYPES OF ENVIRONMENT
The environmental can be divided into physical biological and cultural environment. On the basis of the structure the environment may be divided into fundamental types The Abiotic or Physical environment consisting of air, water and soil/sediment. The Biotic or Biological environment consisting of flora, fauna and micro-organism l Environment is further subdivided into three broad categories: A Lithosphere (sphere of rock /soil/sediment) B Hydrosphere (sphere of water) C Atmosphere (sphere of gas)

The

biotic

components

of

the

environment

consist

of

plant(flora),

animal(fauna), including man as an important component and micro-

organism. Thus, the biological/biotic environment can be further subdivided into: A Flora / Plant Environment B Fauna /Animal Environment C Microbial Environment

ELEMENTS OF THE ENVIRONMENT

A.

Biotic Components:
The Abiotic components comprise the inorganic substances (carbon, nitrogen, hydrogen, sulphur, phosphorus, etc), and come mainly from the lithosphere, atmosphere and hydrosphere.

Lithosphere :
The oceanic and the continental crust and the rigid upper portion of the mantle of the earth constitute the lithosphere. The economically useful elements (minerals ,metals, rock, fossil fuels), essential for man are basically from the lithosphere. The lithosphere occupies 30% of the total Earths surface. Land formations like the mountains plateau and plain supply habitat for plants and animals. The type of the economy depends upon the topography of the area. Plains are suitable for agriculture and industrial activity.

Atmosphere :
The multi-layered gaseous envelope surrounding the planet earth is atmosphere. The atmosphere is a significant component of the natural environment. All the necessary gasses (oxygen, nitrogen, hydrogen, carbondioxide, and water vapour), sources for the sustenance of all the life forms in the biosphere are components of atmosphere. The atmosphere filters the 4

incoming ultra-violet (UV) radiation and protects the earths surface from abnormal features such as cancer / mutation in organisms.

Hydrosphere:
This is the sphere of water consisting of surface, ground and ocean water. Seventy-one % of the Earths surface is in water. Glaciers and ice caps cover additional areas. Water plays an immense role in the sustainable environment balance of the earth. Water is essential for the industry, transportation, power generation, food production and processing, and the manufacturing sectors of the modern world. Morever, 70% of the body of the organism is constituted by water. The balance of water is maintained through circulation of water in the biosphere is maintained through circulation of water among the atmosphere, lithosphere and hydrosphere by characteristic path ways. The circulation along the characteristic pathways is known as the hydrological cycle.

Biotic Component
Biotic or living components of the environment consist of flora (plant), fauna (animal), and micro-organisms. The biotic components are the drivers of the energy flow and the material cycles in the biosphere. On the basis of the relationship among nutrients, the biota can be divided into two groups Autotrophic or self-nourishing components (e.g. all green plants) and heterotrophic components (e.g. all animals).

Autotrophic components:
Green plants, algae and photosynthetic bacteria constitute the biotic Autotrophic component of the ecosystems are able to fix light energy and manufacture food from simple inorganic substances like water and carbon dioxide by photosynthesis. This group of organisms is also known as producers.

Heterotrophic Components:
Fungi, non-photosynthetic bacteria and other organisms and animals are the components of heterotrophic. Consumers are organism like herbivores, carnivores, and omnivores in the order of occurrence in the food chain. Herbivores feed on plants, carnivores feed on animal and omnivores feed on both plants and animals. Herbivores are also called as primary consumers and carnivores and omnivores are known as secondary and tertiary consumers, respectively. Decomposers are also known as sapotrophs and consist mainly bacteria and fungi. They break down complex compounds of the dead organisms, absorb some of the decomposed or breakdown products and release inorganic nutrients into the environment, thus making them available again to the autotrophs.

RELATIONSHIP AT DIFFERENT LEVELS

The biotic component is the functional kingdom of nature, because it is based on the type of nutrition and is the energy source of all biota of the biosphere. The biotic components are arranged following a systematic pattern where all organisms are connected step-wise to each other in the ecosystem according to their food habits. The steps or levels of the ecosystem are known as trophic levels. All trophic levels are closely interrelated with each other from the view point of food transfer and supplements to the biosphere, which is further connected with the economic environment of humans. Relationship among the different levels can be better understood by analysis of the functional aspects (material cycle and energy flow) of the ecosystem.

THE CARBON CYCLE

The carbon cycle is one of the important cycles at the global levels. Carbon moves in the biosphere through various pathways. Human activities are making a significant impact on the global carbon cycle. The burning of fossil fuel, agro-industrial activity, deforestation etc. are

increasing in the concentration in the atmosphere steadily. Flows between the atmosphere and the oceans were balanced until the onset of the industrial age. The atmospheric CO2 enters the plants at the time of photosynthesis. This is a process by which plants prepare their own food in the presence of sunlight. The carbon from CO2 is retained inside the plant and the oxygen is released into the environment. Animals eat plants and so the stored carbon enters their bodies. This carbon is then released back into the atmosphere by respiration. Sometimes trees, plants and animals get buried in the earths crust, and then due to immense pressure and heat this organic matter after thousands of years gets turned into fossil fuels. These fossil fuels are taken out of the ground by man and are burned, again releasing carbon back into the atmosphere.

THE NITROGEN CYCLE

Nitrogen is the most abundant element in the atmosphere. It is a vital element for all the living systems. It is the primary nutrient for all green plants, but it must be modified before it can be utilized by most living systems. Four processes participate in the cycling of nitrogen through biosphere Nitrogen Fixation Ammonification Nitrification Denitrification

NITROGEN FIXATION
First step in the N Cycle ---is the conversion of nitrogen gas (N2) into NH3 or organic nitrogen. Three processes are responsible for the most of the nitrogen fixation in the biosphere: Atmospheric fixation by lighting Industrial fixation by humans 7

 Biological fixation by certain microbes, alone or in a symbiotic relationship with plants.

AMMONIFICATION
This is the biochemical process whereby nitrogen is released from nitrogen containing organic compounds. Soil bacteria decompose organic nitrogen forms in soil to the ammonium form. This process is referred to as ammonification.

NITRIFICATION
Nitrification is the conversion of NH4 to NO3. This aerobic reaction is carried out by Autotrophic bacteria.

DENITRIFICATION
This involves conversion ofNO3 to N2 gas in the presence of low oxygen levels.

THE HYDROLOGICAL CYCLE:

Water is essential to life. Without it the biosphere that exists on the surface of the earth would not be possible. Nicknamed the water planet, earth is covered by one of our most precious resources. However almost 93% is locked in the ocean, toxic to humans and many plants and animals. The hydrologic cycle takes place in the hydrosphere, the region containing all the water in the atmosphere and on the surface of the earth. The cycle is the movement of the water through this hydrosphere. The components of the hydro cycle are: Condensation Infiltration Run off Evaporation Precipitation * This cycle should be explained in detail

CLASSIFICATION OF ECOSYSTEM
Ecosystems are classified as 1. Natural ecosystem 2. Artificial (man-engineered) ecosystem

NATURAL ECOSYSTEMS
It operates by themselves under natural condition without any major interference by man. On the basis of habitat, natural ecosystem are further divided as terrestrial, as forest grassland, desert, etc.and aquatic. Aquatic ecosystem are further distinguished as Freshwater that may be lotic (running water as a spring, stream, river) or lentic (standing water as a lake, pond, pool, puddle, ditch, swamp etc.) and marine, such deep as bodies as an ocean and shallow ones as a sea, estuary etc.

ARTIFICIAL (MAN-ENGINEERED) ECOSYSTEMS

This is maintained by man, by addition of energy and planned manipulation. For example croplands like wheat, rice fields etc. where man tries to control the biotic community as well as the physical-chemical environment, are artificial ecosystem.

Ecosystems Natural Man made

Terrestrial

Aquatic

Marine

Freshwater

Lotic Lentic

THE CONCEPT OF ECOBALANCE

Ecological balance is the state of dynamic equilibrium within a community of organism. The ecological balance of an area can be evaluated assessing the consumptions of energy and raw material, generation of emission, waste and the cost. There are areas of eco-imbalance all over the world and this need to be addressed in a manner that mitigates the imbalances.

REASONS FOR ECOLOGICAL IMBALANCE

1) Lack of cooperation, more competition There is lack of co-operation among the major nation, to help in resolution of current environmental problems. The problems are not addressed in a realistic way. Some of these nations, moreover, are the most offenders. Instead of co-operation, competition in the present practice. As a result, eco balance has been deteriorated drastically.

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2) Uncontrolled exploitation and utilization of resources Uncontrolled exploitation of non-renewable resources and over- utilization of resources for economic growth without considering ecological viability is another important reason for eco-imbalance.

3) Environmental pollution Inefficient or backdated technologies are creating havoc with the pollutants leading to pollution loads in the atmosphere, lithosphere, hydrosphere and biosphere. therefore, normal functioning of the atmosphere is disrupted significantly, and causing global environmental problems like the green house effect, ozone holes, acid rains, global warming, climate change etc.

4) Inappropriate management of waste Wastes generated from industrial as well as agricultural activities are not managed properly. A huge amount of solid and hazardous waste are discarded or disposed to the environment without considering the health of the ecosystem. Major creeks have been used for dumping of the waste therefore causing imbalance in the oceanic environment.

5) Population explosion Population growth is the mother of all environment degradation. Overpopulated areas are generally have the problem of deforestation, destruction of biodiversity, changes in lack the of resources, regeneration, states etc. and consequently, landscape. Ecological

environmental pollution takes place and at any cost ethics for business come into play. Therefore, the ecological balance is again disrupted.

NEED FOR ENVIRONMENTAL STUDIES

The urgent need to protect the environment ,in order to maintain the quality of life, has now been identified globally. Environmental protection

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starts by creating awareness among people that it becomes a part of their style . the important features of the subject are: a) It is very important for each individual for self-fulfillment and social development. It helps in the maintenance of life and health, in selfpreservation, and in the preservation of the human race. b) It helps to understand different food chains and the ecological balance in nature. c) It helps to understand and appreciates how the environment is used for making a living and for promoting a material culture d) It helps in appreciating and enjoying nature and society. e) It is concerned with the changing the environment in a systematic manner for the immediate as well as future welfare of mankind. f) It directs attention toward problems of population explosion, exhaustion of natural resources and pollution of the environment, and throws light on the methods of solution.

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OBJECTIVES

To understand why it is so important for companies to Go Green To study the depleting rate of finite natural resources and various sources of emission of green house gases

To study corporate awareness, interest, and participation in establishing standards and procedures for environmentally responsible practices

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LITERATURE REVIEW Definition

Green Consumers, also alternatively known as environmental marketing and sustainable marketing, refers to An organizations efforts at designing, promoting, pricing and distributing products that will not harm the environment. All activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment. Green Consumers must satisfy two objectives: Improved environmental quality Customer satisfaction

Green Code
Generalise with care. Consumer behavior will not necessarily be
consistent across different product types, and particular market segments may respond to certain issues on the green agenda but not others.

Remember, the validity of a piece of market research is not related to the

degree to which it supports your preferred option.

Explore the context from which market research data comes. Be clear on
the nature of the sample used, the questions asked, the way in which responses were recorded and the time and place from which the responses come.

Ensure that where market research is crossing international borderlines,

that the terminology and interpretation remains consistent. Terms like environment, green and conservation do not always translate precisely between languages.

Neutrality is important. Ensure that when you pose questions to

consumers, that they can make any response without being made to feel

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guilty or uncomfortable, and ensure that your own preconceptions about the green agenda (such as an assumption that green products will cost extra) are not encoded within the questions.

Why is Green Consumers Important?

Every recycled ton of paper saves approximately 17 trees, which are then available for other uses. Recycling paper also reduces the air and water pollution due to paper manufacturing. The question of why Green Consumers has increased in importance is quite simple and relies on the basic definition of Economics: Economics is the study of how people use their limited resources to try to satisfy unlimited wants. There is growing interest among the consumers all over the world regarding protection of environment. It emerged as growing market for sustainable and socially responsible products and services. Looks at how marketing activities utilize these limited resources, while satisfying consumers wants, both of individuals and industry, as well as achieving the selling organization's objectives

Why Go Green?
External reasons
Satisfying consumer demands Competitive environment Supplier requests Governmental pressure

Internal Reasons
Cost / Profit Issues Social Responsibilities

Benefits of Green Consumers15

The marketing of successfully established green products showcases nongreen consumer value, and there are at least five desirable benefits commonly associated with green products: Efficiency and cost effectiveness; Health and safety; Performance; Symbolism and status; Convenience Gaining retaining customers

Improved environmental quality

Problems Lack of consumer awareness Limited scientific knowledge Financial constraints Deceptive marketing Lack of stringent legal standards

Implementing Tactics

Green

Consumers

Strategies

and

8 steps of going green

Targeting Product design Positioning Pricing Greening logistics Marketing waste

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Promotion Green Alliances

4ps Of Green Consumers

Product-Nike and Jordan Shoes Price- Big-Blue Bag Ikea and Wallmart Place-Carbon Ship Promotion-Toyota is trying to push product gas/electric line. Largest hybrid R&D technology into much of its investment-Hydrogen car Emissions of

What want?

consumers

really

Is it genuine Is it of value Is it relevant Is it easy to adopt

Suggested solution Employees awareness program Effective communication Constantly refine the product Back up from top level

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Principles of Green Consumers Consumer Value Positioning

The marketing of successfully established green products showcases nongreen consumer value, and there are at least five desirable benefits commonly associated with green products: Efficiency and cost effectiveness; Bundling- To encourage demand, the CFC-free feature was bundled with attributes desired by Chinese consumers, which included energy efficiency, savings, brand/quality, and outstanding after-sales service.

Credibility of product claims

Credibility is the foundation of effective Green Consumers. Green products must meet or exceed consumer expectations by delivering their promised consumer value and providing substantive environmental benefits.

Calibration of consumer knowledge

Many of the successful green products in the analysis described here employ compelling, educational marketing messages and slogans that connect green product attributes with desired consumer value. That is, the marketing programs successfully calibrated consumer knowledge to recognize the green products consumer benefits. In many instances, the environmental benefit was positioned as secondary, if mentioned at all. Third Party Endorsements and Eco-Certifications- Expert third parties with respected standards for environmental testing (such as independent laboratories, government products as consuming up to 30 percent less energy than comparable alternatives. The U.S. Department of Agricultures USDA Organic certifies the production and handling of organic produce and dairy products. Word-of-Mouth Evangelism and the Internet- Increasingly, consumers have grown skeptical of commercial messages, and theyre turning to the collective wisdom and experience of their friends and peers about products.72 Word-of-mouth or buzz is perceived to be very credible,

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especially as consumers consider and try to comprehend complex product innovations. The Internet, through e-mail and its vast, accessible repository of information, Web sites, search engines, blogs, product ratings sites, podcasts, and other digital platforms, has opened significant opportunities for tapping consumers social and communication networks to diffuse credible word-of-mouse (buzz facilitated by the Internet) about green products. This is exemplified by one of the most spectacular product introductions on the Web: Health and safety; Performance; Symbolism and status; and Convenience

Green Consumers Adoption by the Firms

Green Consumers has been widely adopted by the firms worldwide and the

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following are the possible reasons cited for this wide adoption:

OPPORTUNITIES-As demands change, many firms see these

changes as an opportunity to be exploited and have a competitive advantage over firms marketing non-environmentally responsible alternatives. Some example of firms who have strived to become more environmentally responsible, in an attempt to better satisfy their consumer needs are:
o

McDonald's replaced its clam shell packaging with waxed paper because of increased consumer concern relating to polystyrene production and Ozone depletion.

o Tuna manufacturers modified their fishing techniques because of the increased concern over driftnet fishing, and the resulting death of dolphins.
o

Xerox introduced a "high quality" recycled photocopier paper in an attempt to satisfy the demands of firms for less environmentally harmful products.

SOCIAL RESPONSIBILITY - Many firms are beginning to realize

that they are members of the wider community and therefore must behave in an environmentally responsible fashion thus resulting in environmental issues being integrated into the firm's corporate culture.
o

An example of a firm that does not promote its environmental initiatives is Coca-Cola which invested large sums of money in various recycling activities, as well as having modified their packaging to minimize its environmental impact. Another firm who is very environmentally responsible but does not promote this fact, at least outside the organization, is Walt Disney World (WDW) with an extensive waste management program and infrastructure.

GOVERNMENTAL PRESSURE - Governmental regulations relating

to environmental marketing are designed to protect consumers through regulations designed to control the amount of hazardous wastes produced by firms by issuing of various environmental licenses, thus modifying organizational behavior. In some cases governments try to

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"induce" final consumers to become more responsible by taxing individuals who act in an irresponsible fashion. o For example in Australia there is a higher gas tax associated with leaded petrol.

COMPETITIVE

PRESSURE

-Another

major

force

in

the

environmental marketing area has been firms' desire to maintain their competitive position. In many cases firms observe competitors promoting their environmental behaviors and attempt to emulate this behavior. In some instances this detrimental environmental behavior. o For example, it could be argued that Xerox's "Revive 100% Recycled paper" was introduced a few years ago in an attempt to address the introduction of recycled photocopier paper by other manufacturers. In another example when one tuna manufacture stopped using driftnets the others followed suit.

COST OR PROFIT ISSUES - Disposing of environmentally harmful

by-products, such as polychlorinated biphenyl (PCB) contaminated oil are becoming increasingly costly and in some cases difficult. In minimizing wastes firms often develop more effective production processes that reduce the need for some raw materials thus serving as a double cost savings. In other cases firms attempt to find end-of-pipe solutions, instead of minimizing waste by trying to find markets or uses for their waste materials, where one firm's waste becomes another firm's input of production.

Examples GREEN PRODUCT

Tide Coldwater Laundry Detergent -Did you know that between 80 and 85 percent of the energy used to wash clothes comes from heating the water? Tide ColdwaterThe Coolest Way to Clean.

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Yo bikes - these bikes do not use petrol or diesel instead run on electric charging and hence cause less pollution.

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Philips Light's CFL - Philips Lighting's first shot at marketing a standalone compact fluorescent light (CFL) bulb was Earth Light, at $15 each versus 75 cents for incandescent bulbs. The product had difficulty climbing out of its deep green niche. The company relaunched the product as "Marathon," underscoring its new "super long life" positioning and promise of saving $26 in energy costs over its five-year lifetime. Finally, with the U.S. EPA's Energy Star label to add credibility as well as new sensitivity to rising utility costs and electricity shortages, sales climbed 12 percent in an otherwise flat market. In USA, Levis "Recycled Jeans" get on the green side of trendy eco-smart consumers, seamlessly combining the desirable washed out look and feel of its product with a self-evident ecological benefit. Coca-Cola pumped syrup directly from tank instead of plastic which saved 68 million pound/year.

Volkswagons eco friendly car Can a car ever be eco-friendly? Well, their latest BlueMotion Polo is green enough to be tax exempt - in fact,

it actually gives off less CO2 than any other car in its class. Nokia wins Green Company of the Year award in India for its take back campaign

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Nokia initiatives includes Anyone can drop their phone off at any Nokia flagship store as well as other selected retailers or contact your local authority. There are also close to 5000 Nokia care points globally each taking back mobile devices and accessories. All components of its handset are recycle able whether it be batteries, components, covers , packaging. Nokia phones are made up of only 45% plastic and rest of ceramic, metals, non metals and copper. All the metals in the mobile can be recovered and used to generate energy or make new product from musical instruments to gold rings or even a park bench. WIPRO Infotech, the India and Middle East IT arm of Wipro, on Thursday launched its eco-friendly and toxin free desktops, manufactured with materials free of deadly chemicals.

GREEN COMPANY
NHS Green Initiatives - Theres clearly lots of opportunities to save travel costs and associated CO2 emissions in the NHS, for instance where multidisciplinary teams of experts need to consult on a diagnosis. The NHS Sustainable Development Unit has reported that NHS staff, patients and visitors travel 10.4 billion Km per year. If video conferencing was used for just 30 hours per week in each large trust it could deliver travel savings of 57m (additionally this could also save up to 2.3m working hours) per year and 7,200 tonnes of CO2. The NHS has a carbon footprint of 18 million tonnes CO2 per year, up 40% since 1990, so it has a significant challenge ahead to comply with government carbon reduction targets and legislation (which includes the CRC). Green IT is clearly a way of doing that and the N3 web site points out that the network can help the NHS reduce its footprint in other ways, including: Reducing the N3 core Points of Presence from 57 to 10 and refreshing routers.

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If 25% of the staff that could access the network from home did so one day a week it would save 138,812 days of staff commuting travel per year, saving 5.4m Km of staff travel and 773 tonnes of CO2. Replacing all paper prescriptions with Electronic Transmission Prescriptions could save 4,197 tones of paper (equivalent to around 100,000 trees) and 14,100 tones of CO2 per year. Badarpur Thermal Power station of NTPC in Delhi is devising ways to utilize coal-ash that has been a major source of air and water pollution. Barauni refinery of IOC is taken steps for restricting air and water pollutants. Electronics sector - The consumer electronics sector provides room for using Green Consumers to attract new customers. One example of this is HP's promise to cut its global energy use 20 percent by the year 2010. To accomplish this reduction below 2005 levels, The HewlettPackard Company announced plans to deliver energy-efficient products and services and institute energy-efficient operating practices in its facilities worldwide. Introduction of CNG in Delhi- New Delhi, capital of India, was being polluted at a very fast pace until Supreme Court of India forced a change to alternative fuels. In 2002, a directive was issued to completely adopt CNG in all public transport systems to curb pollution. Maruti- Greening of Supply Chain- The company has remained ahead of regulatory requirements in pursuit of environment protection and energy conservation at its manufacturing facilities, and in development of products that use fewer natural resources and are environment friendly.

The company credited the 'Just-in-Time' philosophy adopted and internalized by the employees as the prime reason that helped to excel in this direction. McDonald's restaurant's napkins, bags are made of recycled paper.

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Greenest companies in IndiaA survey conducted by BT- AC Nielsen ORG-MARG, ranked Oil and Natural Gas Company (ONGC) the greenest company followed by Reliance Industries. Overall, the oil and petroleum sector was considered the greenest sector in India. BPCL, Castrol India and HPCL are other companies in this sector that were rated green companies in the survey. The private sector companies were in a majority (13 out of 20) in the list of Top 20 greenest companies in India. Indias software companies are also considered green companies. IT companies are allowed to set up their offices within the city limits. This is because they do not harm the environment. Johnson and Johnson Ltd., Chillibreeze, IBM, LG Electronics, PNB, Tata Motors and Hero Honda Motors are some of the other green companies in India.

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Dell is implementing a plan to simplify and revolutionize computer packaging that will result in estimated savings of more than $8 million and the elimination of approximately 20 million pounds of packaging material over the next four years. Todays announcement is the latest milestone in Dells commitment to become the greenest technology company on the planet. ITC has been 'Carbon Positive' three years in a row (sequestering/storing twice the amount of CO2 than the Company emits). 'Water Positive' six years in a row (creating three times more Rainwater Harvesting potential than ITC's net consumption). Close to 100% solid waste recycling. ITC's Social and Farm Forestry initiative has greened over 80,000 hectares creating an estimated 35 million person days of employment among the disadvantaged. ITC's Watershed Development Initiative brings precious water to nearly 35,000 hectares of drylands and moisture-stressed areas. McDonalds is using networking equipment from Echelon Corporation to manage and reduce the energy consumption of its kitchens. A McDonalds restaurant in Pensacola, Florida is digging 55 holes, 350 feet deep to heat and cool the new restaurant with geothermal energy.

GREEN PACKAGING- Mc Donalds wraps all its food in paper bags. It

promotes the use of paper bags instead of plastic bags. Mac donalds is also known for usage of least amount of plastic and the practices it follows also are such that minimum resources are utilized. Like the packaging of its food is done in paper bag and even wrapped in paper thus reducing the usage of plastics.

27

GREEN ADS - these are th paper ads given by an organization called

green peace which works for social and environmental issues.

Going green with Carbon Credits.

With the amount of CO2 and other greenhouse gases in the air reaching alarming levels, there has been rising international concern about the immense damage they cause to the environment. Concepts like carbon credits and carbon offset were introduced in order to improve the scenario by encouraging firms which are more eco friendly in the manner in which they conduct their operations. The use of carbon credits is a new phenomenon. One carbon credit gives the permission for emission of one tonne of carbon dioxide or a similar amount of any other greenhouse gas into the atmosphere. Through the buying and selling of carbon credits in the carbon trading system, the total level of global emissions can be controlled. Every firm is provided with a permit of

carbon credits, which regulates the extent to which it can release carbon dioxide and other greenhouse gases. Businesses opt for carbon trading if their emissions do not fall within their share of carbon credits in order to

28

buy credits due to a legal obligation. They buy them from organizations with lesser emissions having extra carbon credits. Hence, total carbon emissions stay lower than the fixed levels, and organizations are encouraged to use greener ways of doing their work that lower the amount of gases discharged by them and save them from extra expenditure to be made on carbon credits. This system is beneficial for companies using ecologically sustainable methods to keep trying in this respect as they can make more earnings from carbon credits business. Carbon credits can be purchased like any other commodity because they are sold in an open market and there are several agencies that trade in them. In fact, even if you are not trading on behalf of a firm, you can opt to buy carbon credits in order to reduce your carbon footprint. The amount raised through your investment is channelized for financing ecological projects running in various parts of the globe that contribute towards counterbalancing your emissions. It is estimated that 60-70% of Green House Gases (like hydro fluorocarbons, methane and nitrous oxide) emission is through fuel combustion in industries like cement, steel, textiles and fertilizers. They are released as by-products of certain industrial process, which adversely affect the ozone layer, leading to global warming. Carbon credits seek to reduce these emissions by giving them a monetary value. One credit gives the owner the right to emit one ton of carbon dioxide. Such a credit can be sold in the international market at the prevailing market price. This means that carbon becomes a cost of business and is seen like other inputs such as raw materials or labor. International treaties have set quotas on the amount of GHG countries can produce, which in turn set quotas for businesses. Businesses that are over their quotas must buy carbon credits for excess emissions, while those below can sell their remaining credits. The ones who are selling are companies that use clean technology and those buying are the worlds polluters. These credits can be exchanged between businesses or bought

29

and sold in international markets at prevailing market price at two exchanges, namely the Chicago Climate Exchange and the European Climate Exchange. The Multi-Commodity Exchange of India (MCX) may soon become the third exchange in the world to trade in carbon credits. As emission levels increase globally, the number of companies wanting/needing to buy more credits will increase, pushing up the market price and encouraging businesses to undertake eco-friendly activities that create for them carbon credits to sell. Developed countries have to spend nearly $300-500 for every ton reduction in CO2, against $10-$25 by developing countries. Indias GHG emission is below the target and so, it is entitled to sell surplus credits to developed countries. India is considered to claim about 31% of the total world carbon trade, which can give $25bn by 2010. This is what makes trading in carbon credits such a great business opportunity. Foreign companies which cannot fulfill the norms can buy the surplus credit from companies in other countries. Many Indian companies have been re-rated on the stock markets on the basis of the bonanza that will accrue to them when carbon trading kicks off. SRF Ltd and Shell Trading International have entered into sale and purchase Credit Emission Reduction. Suzlon Energy and Shriram EPC have business in wind energy which is eligible for carbon credit benefits. Shree Renuka Sugars is also expected to benefit from carbon credits. Gujarat Flourochemicals was among the early companies to register for Clean Development Mechanism (CDM) project. India has emerged as the dark horse in this race as more than 200 Indian entities have applied for registering their CDM Project for availing carbon credits. Currently, one carbon credit is worth 13 euros. Indian companies can have higher incomes more from carbon credits than their core business. The carbon credit market was worht $25 billion last year and is growing at tremendous space, and there is a demand to reduce 1 billion

30

ton of carbon emissions in the world, so that threats like global warming could be dealt with. Indian companies With are new fast core realizing sector

theres money to be made by becoming eco-friendly. projects like power and steel coming up in India, the carbon credit market will rise once again. The 800 million farming community in India has also a unique opportunity where they can sell Carbon Credits to developed nations.

Challenges Ahead
Green products require renewable and recyclable material, which is costly Requires a technology, which requires huge investment in R & D Water treatment technology, which is too costly Majority of the people are not aware of green products and their uses Majority of the consumers are not willing to pay a premium for green products

Ask us how to go green?

Less use of polythene Less use of mobile phone Crush plastic bottle after use

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Use disposable items Love nature Save water Save fuel Avoid smoking

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RESEARCH METHODOLOGY
Sample and Sampling Method
Sampling is the process of collecting information only from a small representative part of the population. Stratified Random Sampling is one amongst the most elementary random sampling techniques. A stratified random sampling is a method that allows each possible sample to have an equal probability of being picked and each item or individual in the entire population have an equal chance of being included in the sample. For this project work, without replacement sampling method is used. It means that a person or item once selected is not returned to the frame and therefore cannot be selected again. This selection process continues until the desired sample size n is obtained.

i. ii. iii.

Sampling chosen with the Random method Sampling Area would be Delhi & NCR and near area only Sample Size: 100

Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. According to Clifford Woody research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis.

33

Research methodology is a systematic way to solve the research problem. The research process consists of series of closely related activities and to solve a research problem both primary and secondary analysis method is used for data collection purpose.

Primary Data:

Primary data can be termed as first hand information; it refers to the information or data which is collected directly from the origin of information person who know the information or data either by asking the question / interview. The primary data is mainly assimilated from surveys, interviews, focus groups and questionnaires for the purpose of reaching a consensus about the case.

Secondary Data:

It refers to data collected through second hand information. The secondary data is gathered from the, magazines, Internet sites, articles and journals on Going Green. Any new information that was a source of good learning was given prime importance.

Above study has been conducted by collecting secondary data; no primary data is used. With the help of all data collected, a conclusion will be performed that will provide solution for the project framed.

34

ANALYSIS & INTERPRETATION

ITC GOING GREEN INITIATIVE The need to turn environment-friendly is not just fashionable, it makes business sense too. And India Inc is cashing in on the trend and going green in a very big way, finds Gaurav Sharma quite likes the electronic bike that he bought three months ago. Not only does it save him a Rs 1,000 a month on commuting, he also feels proud to be doing his bit for the environment. The 24-year old employee of a leading IT company in Bangalore was initially reluctant to replace his petrol powered 150-cc bike but is happy that he made the shift to cleaner transport. Its the need of the hour. We all ought to chip in with our bit for the planet, he explains.

Perhaps this is the larger sentiment in Corporate India also. Noticing a compelling need to go green, one that is more pronounced than ever before, some of the biggest corporations across different sectors of economic activity are switching to provide greener solutions to a rapidly increasing set of consumers who wish to lower their carbon footprint.

Going Green has become fashionable and a business mantra, these days. There are newer business models coming out of it. From green clothes, which mind you, are expensive to green offices, which consume lesser electricity, turn off their lights automatically and have their own water and waste recycling plants, even generating their own power, green is the way to go.

Thus Hyderabad Airport, ITC-Welcomgroup, Infosys, TCS, Agilent, HP, IBM, all claim to be going green. It adds to the feel good factor too, and marketers make buyers feel good about the fact they will contribute something to the environment by buying this product.

35

So, Pepsi and Coke are working on recyclable plastic, while Sun Microsystems and Cisco, offer green data centres, even as Google produces its own solar power. Now even the Indian army is going green, as many Army cantonments run on their own green power, produced from wind sources.

With carbon trading becoming lucrative on many exchanges, it becomes an attractive business model too. Companies like Uniglobe offer green travel. Thus Rs 100 is deducted from your ticket, as you travel from Delhi to Mumbai. Further, Rs 70 is given to a green initiative, like a renewable energy project and consumers earn carbon credits for this. The carbon credits, in turn, can be monetised. Large travel companies like American Express Travel also offer services to corporates whereby they can monetize their green travel on stock exchanges and become carbon neutral. In times to come, only carbon neutral companies will be allowed to bid for certain large projects, the EU has already moved a bill suggesting as much. Clearly, green is the way to be. Cars are going green and so is your electricity. In the upcoming Commonwealth Games, the Delhi government plans major environment-friendly initiatives such as producing power from garbage. So, your cell phone might soon run on green power. Banking is also going green, and so is the food you eat.

SOME companies - such as FMCG major ITC - have gone a step ahead and included their green initiatives as a part of their performance evaluation system. The cigarettes to hotels conglomerate claims to be carbon positive for the past four years, isolating twice the amount of carbon dioxide it emits. It also claims to be water positive for the past seven years, generating two times more rainwater harvesting potential than what it consumes. We have a corporate culture of staying green. For over ten years, we have been evaluating our performance on based on our financial, social and environmental initiatives during the year, says Nazeeb Arif, official spokesperson of ITC. Similar is the case of Pepsico India, which is aiming to rely on renewable sources for 25% of its energy requirement within the next

36

two years by using wind energy, solar energy and biomass. The company claims to have set up Indias first remote wind turbine in Tamil Nadu last year which contributes a carbon emission reduction of more than 3,500 tons annually and helps meet more than 75% of the electricity requirements of its Mamandur plant. Pepsico also claims the conversion of all its own bottling plants from furnace oil to biomass- powered boilers. The switchover will help offset a much larger amount of carbon emission. Five of the companys plants use solar power for lights (tubular daylight devices). Solar water heating will save enough energy & electricity in the plants. Fast moving consumer goods major ITC Wednesday signed a MoU with Orissa government run Orissa Rural Development and Marketing Society (ORMAS) for marketing raw incense sticks in the state - a move that officials say will provide additional income to more than 3,000 rural women. The agreement was signed by the chief executive of ORMAS B.N. Das, and ITC Agarbatti division chief executive officer V M Rajasekharan in the presence of Chief Minister Naveen Patnaik and other top state government officials. As per the MoU, ITC will facilitate marketing of raw agarbattis (incense sticks) produced by rural women to vendors supplying Mandaldeep brands to the FMCG giant. The project is expected to provide employment opportunities to over 3,212 people, including 2487 women self-help groups. ITCs partnership with ORMAS will not only help establish a supply chain model for raw battis but also contribute to value addition through the establishment of a perfuming and packaging centre for Mangaldeep brand agarbattis in Orissa in the near future, Mr Rajasekharan on Wednesday told The ET. ITC has also assured the state government to set up a scented and packaging unit in Bhubaneswar soon. A large number of women are involved in rolling agarbattis which are used by ITC - one of the leading marketers of incense sticks manufactured by the small scale sector in India. ITCs Mangaldeep is one of the leading agarbatti brands in India and has a market share of 6% and second largest agarbatti producers in the country. A beaming chief minister complimented ITC for the innovative initiative saying that the move would empower rural women with additional source of livelihood. 37

A large number of women in Orissa are involved in rolling agarbattis. The state also is rich in bamboos and other raw materials required for making raw agarbattis. We decided to take help of ORMAS which can mobilize the women self help groups to making the agarbattis. This will also go a long way to ensure livelihood to thousands of rural women contributing to ITCs triple bottom line philosophy of simultaneously augmenting economic, environmental and social capital, Mr Rajasekharan remarked. ITC has lined up with 13 SSI units, of which seven has got ISO certification, across the country for the final agarbatti products packaged keeping its quality in mind. ITC has already procured 10 tons of raw agarbattis from ORMAS and the supply is expected to go up to 50 tons in the next four months.

ITC, which recorded a turnover of Rs 40 crore in agarabatti business in 200809 achieving a 40% growth in comparison to the previous year, expects 50% growth in this fiscal. The response to our Mangaldeep brand has been good since it is a lifestyle and ambience-creating product. We are quite optimistic our trade volume will increase this fiscal, CEO Mr Rajasekharan said. The income generation of the rural producers will be more if the State Government withdraws 4% value added tax (VAT) on the sale of agarbatti manufactured by women SHGs on the lines of other states like West Bengal, Assam, Uttar Pradesh, Punjab, Haryana, Delhi, Madhya Pradesh and Jharkhand, Mr Rajasekharan said. The CEO also met the state finance secretary, Mr J K Mohapatra in this regard.. As international buyers insist on the Forest Stewardship Council (FSC) certification as a necessary prerequisite to place orders, more and more domestic companies are going in for the qualification to help increase their exports. Forest certification is a mechanism for forest monitoring, tracing and labelling timber, wood and pulp products, besides non-timber forest products where the quality of management is judged against a series of agreed standards. Quality of management includes environmental, social and economic perspectives. The certificate is issued by an independent party, which verifies that an area of forest is managed to a defined standard. 38

From the export market, there is a demand for certified suppliers. Companies overseas like Marks and Spencers, which source from India, look for suppliers which have been certified as per FSCs 10 principles, said Dr T.R. Manoharan, Senior Coordinator, Worldwide Fund for Nature (WWF)India. He added that the 10 principles underline that all Government laws regarding forests need to be stringently followed, while the company has to refrain from using genetically modified plants. Also, the companies concerned need to follow rules regarding payment of its workers, such as maintaining parity between the wages of men and women and not allowing child labour. According to Dr Manoharan, at present 25 Indian companies in the paper and timber business have secured such certificates, while 10-15 more are in the pipeline. This includes ITC, which availed a certificate last month for a unit of its paper business based out of Coimbatore, Tamil Nadu. The unit in Coimbatore is where they collect used paper and waste material and recycle it. ITC has also applied for certification for its other units, he said. Other major companies include Ballarpur Industries Ltd (BILT), Relaxo Footwear, Khanna Paper Mills and Century Plyboards. Mr S.N. Venkataraman, General Manager (Paperboards and Speciality Papers Division), ITC, said that the company, since 2008, has planted eight trees for every tree it cut and it is now a carbon positive company. He added that ITC, which is now focussing more on its other businesses besides tobacco, sources most of its fibre for its paper plants from four plantations in India. Less that 50 per cent of the net revenue from the 2008-09 fiscal came from the tobacco business. This shows how fast our other businesses are growing. Over the next five years, weve committed up to half of our sales from FSC certified products, he said. Among the 10-15 companies awaiting certification is Tamil Nadu Newsprint and Paper Ltd (TNPL). However, names of the other companies could not be availed. Elaborating on the system of audit, Dr Manoharan said that there is an annual check on the companys premises, by the auditor assigned by the FSC. Moreover, if FSC senses any discrepancy, it can conduct its own surprise check. He added that FSC has assigned several certifying bodies

39

such as Smartword/Rainforest Alliance, which keep a check on the standards followed by companies.

40

Table 1 To save energy, I drive my car as little as possible Frequenc y Percent Valid COMPLETLY DISAGREE SOMEWHAT DISAGREE 15 32 7.1 15.2 10.4 35.5 31.8 100.0

NEITHER AGREE 22 NOR DISAGREE SOMEWHAT AGREE 75 COMPLETLY AGREE Total Interpretation: 67 211

The above table indicates that 35.5% of rspondence are somewhat agree and 31.8% completely agree to drive little to save energy.

41

Table 2 I normally make a conscious effort to limit my use of products that are made of or use scarce resources Frequenc y Valid COMPLETELY DISAGREE SOMEWHAT DISAGREE NEITHER AGREE 11 Percent 5.2

68

32.2

NOR DISAGREE

57

27.0 23.2 12.3 100.0

SOMEWHAT AGREE 49 COMPLETELY AGREE Total 26 211

The above tables indicates that 32.2% of respondents somewhat disagree and 27% of respondents either agree nor disagree with the concept to make conscious effort to limit use of products that are made of or use scarce resources.

42

43

Table 3 I will not buy products which have excessive packaging. Frequenc y Valid COMPLETELY DISAGREE SOMEWHAT DISAGREE NEITHER AGREE 51 Percent 24.2

79

37.4

NOR DISAGREE

36

17.1 12.3 9.0 100.0

SOMEWHAT AGREE 26 COMPLETELY AGREE Total 19 211

The above table indicates that 37.4% of respondents are disagree and 24.2% of them completely disagree to buy low priced products without caring its impact on social.

44

45

Table 4 When there is a choice, I always choose that product which contributes to the Least amount of pollution Frequenc y Valid COMPLETELY DISAGREE SOMEWHAT DISAGREE NEITHER AGREE 2 Percent .9

2.4

NOR DISAGREE

29

13.7 28.4 54.5 100.0

SOMEWHAT AGREE 60 COMPLETELY AGREE Total 115 211

The above table indicates that when there is a choice, 54.5% consumers give importance to the products which causes less pollution and 28.4% of them give preference to that.

46

47

Table 5 I have tried very hard to reduce the amount of electricity I use. Frequenc y Valid COMPLETELY DISAGREE SOMEWHAT DISAGREE NEITHER AGREE 10 Percent 4.7

13

6.2

NOR DISAGREE

31

14.7 45.0 29.4 100.0

SOMEWHAT AGREE 95 COMPLETELY AGREE Total 62 211

The above table indicates that 45% of consumers tried to reduce electricity they use and 29.4% of them try hard to reduce.

48

49

Table 6 If I understand the potential damage to the environment that some products can cause, I do not purchase these products. Frequenc y Valid COMPLETELY DISAGREE SOMEWHAT DISAGREE NEITHER AGREE 9 Percent 4.3

3.8

NOR DISAGREE

51

24.2 47.9 19.9 100.0

SOMEWHAT AGREE 101 COMPLETELY AGREE Total 42 211

The above table shows that 47.9% of consumers are taking care on not to buy the products which potentially damage the environment and 24.2% of consumers neither agree nor disagree to the concept.

50

51

Table 7 I have switched products for ecological reasons. Frequenc y Valid COMPLETELY DISAGREE SOMEWHAT DISAGREE NEITHER AGREE 7 Percent 3.3

16

7.6

NOR DISAGREE

37

17.5 54.5 17.1 100.0

SOMEWHAT AGREE 115 COMPLETELY AGREE Total 36 211

The above table indicates that 54.5% of consumers make thinking about ecological reaction of product and 17.5% of them neither agree nor disagree and 17.1% completely agree to the concept.

52

53

Table 8 I make every effort to buy paper products made from recycled paper. Frequenc y Valid COMPLETELY DISAGREE SOMEWHAT DISAGREE NEITHER AGREE 8 Percent 3.8

42

19.9

NOR DISAGREE

95

45.0 20.9 10.4 100.0

SOMEWHAT AGREE 44 COMPLETELY AGREE Total 22 211

The above table shows that 45% of consumers neither agree nor disagree and 20.9% of them somewhat agree to take effort to buy paper products made from recyle paper.

54

55

Table 9 I have purchased a household appliance because it uses less electricity than other brands. Frequenc y Valid COMPLETELY DISAGREE SOMEWHAT DISAGREE NEITHER AGREE 15 Percent 7.1

36

17.1

NOR DISAGREE

33

15.6 45.0 15.2 100.0

SOMEWHAT AGREE 95 COMPLETELY AGREE Total 32 211

The above table indicates that 45% of consumers somewhat agree and 17.1% of consumers somewhat disagree to purchase household appliance which uses less electricity than other brands.

56

57

Table 10 I use a low-phosphate detergent (or soap) for my laundry. Frequenc y Valid COMPLETELY DISAGREE SOMEWHAT DISAGREE NEITHER AGREE 12 Percent 5.7

22

10.4

NOR DISAGREE

92

43.6 21.3 7.6 88.6 11.4 100.0

SOMEWHAT AGREE 45 COMPLETELY AGREE Total Missing NO AWARNESS Total 16 187 24 211

The above table shows that 43.6% of consumers neither agree nor disagree and 21.3% of them somewhat agree to use low-phosphate detergent or soap.

58

59

Table 11 I have convinced members of my family or friends not to buy some products which are harmful to the environment. Frequenc y Valid COMPLETELY DISAGREE SOMEWHAT DISAGREE NEITHER AGREE 7 Percent 3.3

17

8.1

NOR DISAGREE

31

14.7 55.0 19.0 100.0

SOMEWHAT AGREE 116 COMPLETELY AGREE Total 40 211

The above table denotes that 55% of consumers somewhat agree and 19% of them completely agree to convince members of my family or friends not to buy some products which are harmful to the environment.

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FINDINGS & INFERENCES

Alarm over deforestation has grown as world population figures continue their inexorable rise. Our data reveals the extent of forest decline over the last 20 years country by country A. Forest extent: Total forest area (Units: Thousand hectares) Country Afghanistan Albania Algeria Bahamas, The Bahrain Bangladesh Cambodia Cameroon Canada Denmark Djibouti Dominica Ecuador Egypt El Salvador Faeroe Islands Falkland Islands 1990 1,309 789 1,790 515 0 882 12,946 24,545 310,134 445 6 50 13,817 44 375 0 0 2000 1,015 769 2,144 515 0 884 11,541 22,345 310,134 486 6 47 11,841 59 324 0 0 2005 867 794 2,277 515 0 871 10,447 21,245 310,134 500 6 46 10,853 67 298 0 0

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A. Forest extent: Total forest area (Units: Thousand hectares) Country 1990 2000 2005

Fiji Gabon Gambia Georgia Germany Haiti Honduras Hungary Iceland India Indonesia Iran Jamaica Japan Jordan Kazakhstan Kenya Kiribati Lao People's Dem Rep

979 21,927 442 2,760 10,741 116 7,385 1,801 25 63,939 116,567 11,075 345 24,950 83 3,422 3,708 2 17,314

1,000 21,826 461 2,760 11,076 109 5,430 1,907 38 67,554 97,852 11,075 341 24,876 83 3,365 3,582 2 16,532

1,000 21,775 471 2,760 11,076 105 4,648 1,976 46 67,701 88,495 11,075 339 24,868 83 3,337 3,522 2 16,142

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A. Forest extent: Total forest area (Units: Thousand hectares) Country Latvia Lebanon Macedonia, FYR Madagascar Malawi Malaysia Namibia Nauru Nepal Netherlands Pakistan Palau Palestinian Territories Panama Puerto Rico Qatar Reunion Romania Russia Rwanda 1990 2,775 121 906 13,692 3,896 22,376 8,762 0 4,817 345 2,527 38 9 4,376 404 0 87 6,371 808,950 318 2000 2,885 131 906 13,023 3,567 21,591 8,033 0 3,900 360 2,116 40 9 4,307 407 0 87 6,366 809,268 344 2005 2,941 136 906 12,838 3,402 20,890 7,661 0 3,636 365 1,902 40 9 4,294 408 0 84 6,370 808,790 480

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A. Forest extent: Total forest area (Units: Thousand hectares) Country Saint Helena Saint Kitts and Nevis Saint Pierre and Miquelon Tajikistan Tanzania Thailand Timor-Leste Uganda Ukraine United Arab Emirates United Kingdom United States Vanuatu Venezuela Vietnam Virgin Islands Western Sahara Yemen Zambia Zimbabwe 1990 2 5 3 408 41,441 15,965 966 4,924 9,274 245 2,611 298,648 440 52,026 9,363 12 1,011 549 49,124 22,234 2000 2 5 3 410 37,318 14,814 854 4,059 9,510 310 2,793 302,294 440 49,151 11,725 10 1,011 549 44,676 19,105 2005 2 5 3 410 35,257 14,520 798 3,627 9,575 312 2,845 303,089 440 47,713 12,931 10 1,011 549 42,452 17,540

Deforestation removes a vital line of defence against climate change. 65

Pollution levels in metropolitan cities

Pollution levels in metropolitan cities are assessed and monitored by the Central Pollution Control Board (CPCB) under the programmes namely National Air Monitoring Programme (NAMP) The data collected during 2006-2008 indicate that the concentrations of air pollutants like Sulphur dioxide (SO2) and those of Oxides of Nitrogen (NOx) except for Kolkata during 2008 are within the prescribed National Ambient Air Quality Standards (NAAQS). The concentrations of Respirable Suspended Particulate Matter (RSPM) have generally exceeded the ambient air quality standards. Data pertaining to major pollutants in four mega cities is provided in Annexure. The Ground Water Quality (GWQ) is monitored in 35 major cities. The levels of total dissolved solids (TDS) and some heavy metals have exceeded the permissible limit in few cities. CPCB is monitoring sewage generation and treatment capacity in 35 major cities. As per CPCB report, the sewage generation in 35 major cities is 15,644 million litres per day (MLD), and whereas, the treatment capacity MLD. (in 23 major cities) is 8040

Sulphur dioxide SO2 [Normal Value <60 microgram per cubic meter, Annual Average for Residential Area] S. No. 1. 2. 3. 4. Cities Delhi Kolkata Mumbai Chennai 2006 9 7 9 7 2007 4 8 11 9 2008(Jan to August) 4 7 8 7

Oxides of Nitrogen NOx [Normal Value <60 microgram per cubic meter, Annual Average for Residential Area] S. No. 1. 2. 3. Cities Delhi Kolkata Mumbai 2006 43 53 29 2007 36 58 40 2008(Jan to August) 43 63 34

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4.

Chennai

10

10

The ambient air quality is monitored with respect to major air pollutants viz., SO2, NOx and RSPM.

Bringing Green Revolution to Eastern Region

The Green Revolution in Eastern Region is waiting to happen. To realize the potential of the region, last year's initiative will be continued in 2011-12 with a further allocation of `400 crore. The program would target the improvement in the rice based cropping system of Assam, West Bengal, Orissa, Bihar, Jharkhand, Eastern Uttar Pradesh and Chhattisgarh

CASE STUDY- THE ORCHID

THE ORCHID A ECOTEL HOTEL Ecotel: the hallmark of environmentally sensitive hotels. The orchid hotel was visited y me to fid out their waste products ad waste management. The orchid- an ecotel hotel is Asias first certified eco-friendly five star hotel ad world only ecotel to e certified as ISO 14001. Everything is designed so as to e unobtrusive. All the materials ad systems used I constructing ad running the orchid are esuriently.

67

.The exclusivity of the orchid is experienced as soon as one enters the atrium that is serenaded by a 70foot indoor waterfall. The beautiful orchids growing there give you a feel of the truly orchid experience. TM 14 international awards and the recent ISO 14001 certification reiterate the efforts of the orchid of being a pioneer amongst environment friendly hotels. The orchid focuses on creating an experience where Deluxe need not disturb, comfort need not compromise and enjoyment need not be insensitive. Waste of THE ORCHID It produces on an average approximately 370 kg of natural wet kitchen waste everyday. This is in addition to the glass, paper, plastic, metal and other synthetic dry waste, which is very meticulously separated within the hotel in separate bins at the source itself. A recycler then takes it away. Decomposition of the natural waste has to be done in a very limited space. Thus they have constructed vermicompost units containing processed soil and installed the shredder cum compactor. This helps fast action as the size of the waste is first reduced in the shredder and also reduces acidy in the waste. On any average day the kitchen waste generated can be classified in to the following broad categories:

Particulars 1) Cooked Food 2) Raw Meat And Bones 3) Fruit waste 4) Green & Other Vegetables 5) Bakery Products Total

Weight 180 kg 60 kg 40 kg 60 kg 30kg 370 kg

Particulars

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1. Joked food 2. Raw meat et: bones 3. 3X fruit waste 4. Green B: other vegetables 5. Bakery products

Weight: 180kg 60 kg 40kg 60kg 30kg 370_J Waste Reduction Recycling Programmer

Newspapers are delivered to guest on request after they have given their consent at the time of checking. This programmer has indicated that only 50% of our guest prefers a newspaper in their rooms.

Fruits

A recycling bin is also placed in all guestrooms for r guests to participate in the recycling program.

At the orchid fruits are served on request so as to avoid wastage. Carbon paper There is no use of carbon paper made At The Orchid Hotel, QS the chemicals used in carbon paper. Ore toxic, which kills the microorganisms that break down solid waste reducing the volume of waste in the landfill. Zero garbage The orchid in its endeavor to become Q zero garbage hotel has taken various measures to reduce the waste being generated. To reinforce this we have undertaken the project of sericulture on our hotel site. For this purpose we have built 9 bins on site wherein all the kitchen garbage is diverted for the process. This endeavor of ours has helped us to achieve our zero garbage mission; the second benefit of this act is that we are not Adding to the waste steam of our city. They are the first 5 star hotels in mumbai: to undertake semi culture.

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Water conservation At the orchid they believe in the three R theory of reduce, reuse, and recycle, water being one of the earths most precious resources and vital to life we have tried to put this theory in practice by taking special care to conserve this resource by employing carefully planned techniques enlisted below, which reestablishes our belief in the above theory. Sewage treatment plant At the orchid they recycle the wastewater. With the latest technology, wastewater is treated and then reused in areas like air conditioning ft gardening.

ENVIRONMENTAL EFFORTS MADE BY THE ORCHID Plastic bags menace Plastic bags of 20 microns and less were creating a serious environmental hazard in the city of mumbai. It was found that these plastics bags, which were ubiquitous in mumbai, were choking the drains all over the city. This led to serious flooding problems during the monsoons, and major parts of the city would remain submerged for days on end due to this. The municipal corporation of greater mumbai had from 15th august 2000 banned the use of plastics bags less than 20 microns. The orchid supported the MCGM by:

Sponsoring

the

street

plays

arranged

by

them

by

creating

Environmental Awareness.

Sponsoring the cost of distribution/courier charges of 1000 nos. of invitations for their Seminar On Thin Plastic Bags, Environment & Role Of Educational Institutions.

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 Distributing 1000 cloth bags to the officials of the Municipal Corporation

Of Greater Mumbai on 23rd September 2000.

Plastic Bag- Collection Drive Cum Competition The Orchid- An Ecotel, supporting the noble cause of the Municipal Corporations ban on plastic bag had launched an inter- school competition wherein the schools would collect the old plastic bags from their homes and neighborhoods in return of which they would give them a cloth bag. The school collecting the highest number of bags per child was to be invited to The Orchid for felicitation followed by dinner. The students took the campaign out to their homes and neighborhoods and as a result the awareness about the, effects of plastic was spread by word of mouth to 7.8 million citizens of Mumbai. As the campaign made news headlines and was also actively carried by the television news channels the effect of the reach cannot be imagined! Thus a small effort on their part actually made big strides for the environment.

The result 43 schools covering 80,000 students, collected 750 kgs of used plastic bags (approximately 3000 plastic bags of 20 microns and below make 1 kg Today, mumbai has 4.5 million square feet less of thin plastic to worry about! Energy Saving Programmer

The orchid does not have switches made of plastic, which are harmful to the Environment, in any of their rooms. Instead they have a Master Control Panel, which is made of reprocessed plastic. Within the room the guest can participate in the energy saving programmed by pressing the ECO BUTTON on the Master Control Panel placed alongside

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the bed. When the guest presses this button the air- conditioned temperature increases by 2 degrees making the room a little warmer. The Building Management System showing us the number of guests participating in this programmer brings down this information. At the Orchid energy efficient PL lamps are used which provides as much light as ordinary bulbs, yet consume substantially less energy. To cite an example: using a W PL lamp will give an equal amount of brightness as a 60W incandescent bulb whereas the foriner (PL lamp) will have a power consumption of 25% the latter will have a power consumption of 100% whats more since your room lights come in only when your key card is inserted theres no chance that lights or the air conditioner remains on once you leave the room.

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CASE STUDYRASTRIYA CHEMICAL AND FERTILISER LTD. (RCF). Rashtriya chemicals & Fertilizers Ltd (RCF) is one of the largest fertilizer and chemical company in Asia, with 20 operating plants at Trombay and 5 large plants at its Thal Fertilizer unit. The Rashtriya chemicals and fertilizer limited (RCF) was incorporated on 6th march 1978. RCF commenced operations in 1978, after the reorganization of the erstwhile Fertilizer Corporation of India. Today, it is the largest producer of fertilizer and chemicals in the public as well as the private sectors in India. With the setting up of the gas based mega fertilizer unit at Thal in Raigad district, RCF became the first company to import the latest generation fertilizer technology in to India. RCF as a corporate body and government of India undertaking is responsible to the people of India, the government as owner, as government, as consumers, as employees, as the society at large. The company is simultaneously accountable to all these agencies that have a stake in its successful operation, growth and welfare. Rashtriya chemical and fertilizer limited (RCF) commits to produce and market fertilizer and industrial chemical of excellent quality by using modern and eco friendly technology to meet of customer. RCF also endeavor to fulfill this obligation to society at large by continuous improvement and growth. \They says that they are very much concern about their employees. The company believes that the employees are the most important assets and offers them satisfying, challenging and growth oriented careers rather then mere employment. As a model employer, RCF provides a full range of amenities to its employees. RCF provides them many facilities like housing, health care, education, sports and personality development. RCF has a full range product line in fertilizers series of vital industrial chemicals. In chemicals fertilizer they have ujjwala (urea), complex fertilizers, suphala (15:15:15), suphala (20:20:20). In bio-fertilizers line they have biola, nimola, microla. They use ammonia, nitric acid, sulfuric acid, phosphoric acid and ammonium nitrate as intermediates. Carbon dioxide, calcium carbonate, gypsum, hydrofluorosilisic acid are bi-product of RCF. And industrial products 73

are methanol, methylamines, conc. nitric acid, ammonium bicarbonate, sodium nitrate, and dimethyl formamide

WASTE MANAGEMENT POLICIES OF RCF

RCF manufactures 25 items. They manufacture in a bulk quantity i.e., 21 lakhs tonnes of fertilizers every year. As per the information given by Mr. Hemant Kulkarni if capacity utilization increases there is a loss to the company. Therefore to reduce this loss the RCF has systems ISO 9001- 2001 and ISO 14000.It has also one system to reduce these loses i.e., OHSAS 18000 (Occupation Health & Safety Production This company runs on international standard in terms of Quality, Environmental Management And Occupational Health. The objectives of these standards are: To ensure production level is high To ensure that there is safe production in the organization and to help the health of the workers of the organization. To reduce waste generation of the company.

THE waste that are generally managed by the company :

Solid waste The company with the help of the international standards manages solid waste because any loss is loss to the company. The waste that is generated by the company is again converted or recycled or reused. Out of the 100% material used for production process 80% is converted in to final output and 20% which is left as waste is again processed. And after the waste is reprocessed again if some waste is left then the company sells it Liquid waste

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For the management of liquid waste rcf company is having efficient treatment plant. The company generates is put in to these plants. Then the solid that are present in this liquid are separated with the help of this plant. Absolute wastes are treated and send into deep area by using international and national norms. Air Waste: There is no wastage through air. Sewage Treatment At RCF to manage the waste water the company also buys sewage treatment plant from BMC. This sewage is treated and converted into quality water and the company uses the same.

ICICI BANK GOING GREEN INITIATIVE CICI Banks Green initiatives aimed at customers are driven by the objective of collaborating with each of our customers and making Green a part of all our lives. These initiatives range from Green offerings/ incentives, Green engagement to Green communication to our customers. Green Products & Services * Instabanking - It is the platform that brings together all our alternate channels under one umbrella and gives customers the convenience of banking anytime anywhere through Internet banking, i-Mobile banking, IVR Banking. This reduces the carbon footprint of the customers by ensuring they do not have to resort to physical statements or travel to their branches. * Vehicle Finance- As an initiative towards more environment friendly way of life, Auto loans offers you 50% waiver on processing fee on car models which uses alternate mode of energy. The models identified for the purpose are, Maruti's LPG version of Maruti 800, Omni and Versa, Hyundai's Santro Eco, Civic Hybrid of Honda, Reva electric cars, Tata Indica CNG and Mahindra Logan CNG versions.

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Each car that hits the road impacts the environment...make an informed choice for a better earth. * Home Finance- ICICI Home Finance offers reduced processing fees to customers who purchase homes in Leadership in Energy and Environmental Design (LEED) certified buildings. Green Engagements ICICI Bank has conducted Green themed events with our customers during Diwali to build awareness about the environment amongst employees and customers alike. During this event Money Plants were presented to our customers as token of prosperity and also as a token of our collective responsibility in building a greener society. In line with the Go Green commitment, ICICI Bank has partnered the Green themed CNBC- Overdrive Auto Awards this year. 'Earth Hour' - In furtherance of its Green commitment, ICICI Bank pledged its support to the worlds largest global climate change eventthe 'Earth Hour'. On Saturday- March 28, 2009, ICICI Bank switched off all lights in its premises, Branches and ATMs between 8.30 PM- 9.30 PM- the designated Earth Hour. We are sure, one hour of darkness will help bring to light one of our generation's largest challenges "Climate Change". World Environment Day- June 5, 2009-ICICI Bank celebrated the World Environment Day on June 5, 2009. To mark the occasion, branches across the country undertook a number of activities. Branches along with their customers took the green pledge through signature campaigns, planted and distributed saplings, conducted drawing and painting competition for children, conducted cycle rallies. Employees at the ICICI Bank Towers, BKC, took the Green pledge by wearing the Green ribbon and endorsing the Green cause. As a gesture of its commitment towards the environment, ICICI Bank also switched off lights in its offices, Branches and ATMs on Friday- June 5, 2009- 8.30 PM- 9.30 PM.

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ICICI Bank, Lucknow also celebrated the 'Environment Week' from June 1- 8, 2009 wherein ICICI Bank further strengthened its commitment to the environment by planting a tree for every new account opened during this period.

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Green Communication

ICICI Bank has extensively capitalized on the existing internal mediastatements, inserts, Credit Card Charge slips- to reach out to the customers and seek their collaboration in the Go Green movement. The communication on Online Bill pay, Online Funds Transfer and Subscribing to e-statements are aimed at migrating customers to paperless and commute-free mode of conducting some of their banking transactions. Green Partners ICICI Bank is working on and looking forward to partnerships with national and international Green organisations and NGOs. In the past ICICI Bank has been associated with BNHS in the past and has also partnered the Green Governance Awards set up by BNHS to recognise and appreciate the participant organisation's efforts beyond meeting the statutory compliance for protection and conservation of the environment.

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LIMITATIONS
This is stick with the one organization report and may be due to of very busy schedule of work employee many not take very appropriate decision when time of filling the questionnaire Also for future events disclosure company are not sharing more internal information either on internet or ready to give.

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RECOMMENDATIONS AND CONCLUSION

CONCLUSION As India is a very Fast Developing Country. There is a heavy development in all Indian Industrial Sectors in all spheres. This development had put our India in the place of 5th Biggest Energy Consumer in the World & is expected to take the 3rd place in the world for the Biggest Energy Consumer by 2030, which would be a very serious problem for India, so far as Energy consumption is concerned. Environmental management is not the conservation of the environment solely for the environment's sake, but rather the conservation of the environment for humankind's sake. BASF believes in the concept of Sustainable Development. Sustainable development is a pattern of resource use that aims to meet human needs while preserving the environment so that these needs can be met not only in the present, but in the indefinite future. It is the development that meets the needs of the present without compromising the ability of future generations to meet their own needs. BASF has again been included in the prestigious Climate Leadership Index of companies that address the challenges of climate change and reducing greenhouse gases. Lastly, Environment is a GIFT OF NATURE.........Let us preserve it.

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RECOMMENDATION Environmental response of business units refers to their compliance with existing norms and involvement in voluntary schemes that go beyond existing norms or implement environmental management programs. Other responses could be investment decisions for pollution prevention strategies, and/or adopting newer and cleaner technologies. Business units, depending on the objective function that they are seeking to maximise, could decide to obstruct, collaborate or collude with regulators and in so doing seek to influence both the process of policy making and the policy itself. This thesis looks at how Indian firms in the steel and paper industry have sought to integrate environmental factors in economic decision making. It attempts to explore how the environmental strategies of these firms emerged over time and give feasible interpretations of why the strategies took the shape they did. Four firms have been studied, two in the public sector and two in the private sector, in each industry. A framework for analyzing corporate environmental decisions is first developed, after which information from in depth case studies is used to understand the behaviour of different firms. Given that environmental initiatives are an outcome of rational decision making processes coupled with firm history and their institutional context, case studies are helpful in understanding how environmental issues are dealt with in business

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organizations. The aim of this thesis is to show how technology choices are an outcome of an interaction between the institutional context within which a firm operates, firm level capabilities and socio-economic, domestic, and international policies. It is hoped that this would equip policymakers with an improved understanding of how best to deal with issues related to environmental compliance. This thesis highlights the fact that when faced with changing environmental scenarios, firms react in ways other than revising production targets. While regulatory pressure evokes a reactive response, social pressure or enlightened self interest elicits proactive or innovative responses from firms. Judicial activism, competitive market conditions, global integration and appropriate resource pricing encourage environment friendly firm behaviour. Lower resource and pollution intensity are associated with firms with larger operating scales and/or firms located in areas which have a more environmentally aware and active community. Although environmental activity and production activity are linked, the link is weak and production activity is given priority over environmental activity. Nevertheless, all major improvements in environmental performance are related to large investments in new technologies, driven by profits. Moreover, for sustainable development environment management departments have to evolve from engaging only in compliance related activity to integrating environmental concerns into the firms production activity. Between the Indian Steel and Paper industry, our studies indicate that the former is ahead with respect to benchmarking with the best global environment management practices. For the steel industry the constraining parameter for reducing pollution intensity is the vintage of the plant, rather than its technology, which has undergone/ is undergoing some modernisation over time. Obsolete technology is the problem plaguing the paper industry, perhaps because of shallower pockets and smaller scales of operation. The way an industry is organised within the institutional context can affect the rate of diffusion of environmental management practices. While firms in the Indian

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steel sector are more aware of each others practices, firms in the paper industry have an insulated existence. Regulators can encourage better environment management practices by forming partnerships with industry, using graded penalties, enhancing existing market based incentives like water cess, encouraging industrial ecology practices and issuing specific standards for firms depending on the carrying capacity of the area in which it operates. The government can promote environment friendly behaviour by promoting industry associations and research laboratories to develop sustainable technologies and solutions to environmental problems, ensure capital availability for environmental projects, guiding industrial philanthropic activity, and work towards creation of environmental value.

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BIBLIOGRAPHY
RESEARCH PAPERS
Google Search Engine. Yahoo Search Engine. The official website of BASF The Chemical Company i.e. www.basf.com

Wikipedia ( The Internet Encyclopedia)

pib.nic.in

indiabudget.nic.in

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