GREEN: THE NECESSITY OF MARKETING

Dr. Dharmendra Kumar

( Department of commerce)
(Govt. P.G.College, Lohaghat.)
( Champawat)

ABSTRACT

Present paper describes green marketing, reason behind using it, its aim, ‘green’ in
Indian context, and government interference. The study revealed that rapidly increasing
environmental consciousness, competitor’s environmental activities and cost factor
associated with waste disposal or reduction are the reason behind using green marketing.
Over all, companies are responding to criticism and groups concerned to pollution and waste
management. Government has also enacted various rule and regulation to protect the
environment. Initiatives by Indian corporate sector have been made to join hands with green
revolution.
INTRODUCTION
1980’s the decade of environmental coconsciousness and awareness created by media about
toxic dumps, nuclear meltdown, global heating, and kind of pollution. Human being are
causing damages to the environment by one or the other activities although it is true that
business sector has contributed (negatively) more inspite of various regulations and Acts
enacted by the center and state government. Just few years back, this issue strongly supported
by environmentalists and expended to the consumers, financers, managers and corporate
entities. Environmental consciousness among the people is increasing rapidly and has taken a
form of complete ideology. To cope up with the changing environment, every organization
should be dynamic with clear vision and perception, possibly by developing new work
culture of commitment, which should include protection of environment. It is the citizen’s
right to be protected against unsafe goods, services and environment (in respect of Land,
Water, and Air) and be assured by the government as well as the society of which business is
an important segment.
The enterprise should by strictly adhering to the requirement of environment Acts
and adoption of environmental friendly techniques and practices can contribute a lot to the
creation of better environments
Green Marketing Defined
Green marketing is used to describe “Any marketing activity of a firm that is intended
to create positive impact or to lessen the negative impact of a product on the environment and
as a result capitalize on consumers concern for environmental issues (Stanton, et al, 1994)”.
Green and Environmental marketing consist of all activities designed to generate and
facilitate any exchange intended to satisfy human needs and wants, such that the satisfaction
of these needs and wants occurs, with minimal detrimental on the natural environment
(Polonsky, 1994b,2).
“Green” describe to the business society to come forward with no-toxic, minimally
packaged and durable products made from recycled material and minimum use of natural
resources. Manufacturing processes are using energy and resources, and creating by-products
and emission. ‘Green’ is relative because complete green products are yet to come.
Manufacturing processes are using energy and resources, and creating by-products and
emission.

DISCUSSION OF THE STUDY:

Increasing consumer awareness, change in per capita income (consumption pattern
change), open up of market to MNC’s and awakening of government compel business sector
to develop strategies keeping environment in their mind. Possible reasons behind using green
marketing cited are:
• Organization perceives environmental marketing to be an opportunity that can be
used to achieve objectives; (Keller 1987. Shearel 1990);
• Organizations believe they have a morale obligation to be socially responsible; (Davis
1992, Freeman and Lied take 1991, Keller 1987, Melntosh 1990);
• Competitor’s environmental activities force firms to change their environmental
marketing activities: (NAAG 1990);
• Cost factor associated with waste disposal or reduction in material usages force firms
to modify their behavior; (Azzone & Manzini 1994);
• Governmental pressure compels organization to charge their attitude towards
production process, waste management, pollution control etc.
GREEN MARKETING AIM
Corporate environmentalism includes two dimensions: environmental orientation and
environmental strategy. So corporate environmentalism can be defined as the recognition of
the importance of environmental issue facing the firm and the integration of those issues into
firm’s strategies/ plans.
A firm’s environmental orientation (recognition) may be focused internally or
externally (Banerjee 2002). Internal orientation reflects a company’s internal values, standard
ethical behavior, and commitment to environmental protection. External orientation speaks
about a firm’s environmental orientation that affects its relationship with external
constituencies. Conclusively green marketing aims to protect environment from abuses
generated by various business operations or to reduce their negative effect on the nature. This
can be achieved as:
• Understand the needs and wants of consumers to stimulate the development,
production and sale of eco-friendly products to satisfy.
• Use of eco-friendly advertising, labeling , packaging and distribution channels.
• To project an image of high quality, including environment sensitivity relating to both
product attributes and its manufacture’s track record for environmental achievement.
• Educate public and media about environmental issues related to the organization.
Anticipate adverse media coverage and prepare information to minimize its impact.

NDIAN CONTEXT
Various major conflicts surfacing on the world horizon and some of them are conflict
between economy end ecology, exploitation of natural resources to achieve materialistic ends
and the struggle to conserve and preserve. India is responding to create better environmental
condition.
Stepwise measures are being taken by the Indian corporate sector in this field, few
examples are: Arvind Mills Ltd. invested in pollution control devices, and accredited with
ISO 14001 certification, Ranbaxy laboratories reportedly decided to upgrade all its
manufacturing sites to make them ‘Zero discharge’. Initiatives by other companies such as
Kirloskar, Maruti Udyog Ltd., Reva Electric Car Company, GAIL, ACC etc. have been
reported. Hand Woven and Chemical Free Fabric (Khadi): Harbal Shampoo (Ayur),
Detergents (Friendly Wash), and Ayurvedic products are examples of initiation of green
movements by Indian companies. There are various Indian Milk Co-operatives adopting the
green marketing concept by selling packaged milk with an offer of cash refund for the
returned disposable plastic pouches.
Different state government have taken measure to this direction i.e. Delhi
government banning polythene bags, using compact Natural Gas (CNG) for its Motors, and
has taken steps to remove industries from residential colonies. Maharastra is up-coming
state to use CNG. Kerala is experimenting to use coconut oil as a lubricant for two wheelers
and three wheelers to reduce the kind of pollution. Cycles and Rickshaws are other green
products as means of pollution free transport.
The recent survey of 400 plants conducted by Federation of Indian Chamber of
Commerce and Industry (FICCI) is perhaps indicative of the current trends. According to
the survey 96.2% of the sample units had already initiated some steps for pollution
prevention and 86.5% units have taken measures for treating effluent wastes.
Another side of coin is, Detergents industries in India are playing havoc to the
environment by using Phosphates and Sodium Tri Phosphate in their products, which result
to the consumption of Oxygen in water, P&G and Unilever repeatedly add nauseume.
Top ten green companies in India are:- (1) Asian Brown Boveri (ABB) (2) Bayer
India (3) Clariant India (4) Coromandel Fertilizers (5) Gujarat Ambuja Cement (6) ICI India
(7) Indian Aluminum co. (8) Orchid Chemicals and Pharmaceuticals (9) Philips India (10)
Tata Iron & steel co.
GOVERNMENT ROLE
Government of India is playing an active role by enacting various rules and
regulations, and promoting environmental practices. 1970’s was a new surge of legislation
activity and institution building for environment regulations. The enactment of Water
(Prevention and control of pollution) Act 1974: was the first step in this direction followed
by Air (Prevention and control of pollution) Act 1981: The Environment (Protection) Act
1986; The Hazardous waste (Management and handling) rule 1989: and the National
Environment Tribunal Act, 1995. Government of India has a voluntary scheme to
environmentally friendly labeling of consumer products. The norms for eco-labeling were
established by Eco-Mark Technical Committee of the Central Pollution Control Board
(CPCB, ministry of Environment and Forests, GOI), with the provisions, environmental audit
must be exposed by every industry in its balance sheet as directed by center government.
POTENTIAL FUTURE DEVELOPMENTS
Increased concern about business ethics and change in societal expectation, put
pressure on business and industry for ethical conduct. Consumers, media, the interest groups,
regulators and environmentalists also are less tolerant of unethical marketing practices. As
the world becoming a global market place, marketers will have to deal with different values
of the countries they serve, stiff competition and greater consumer demand for eco-friendly
products force the firms to consider environment at their priority, and derive out the more
environment undesirable.
Educational institutions and non-government organizations can play an important role
to educate people, create awareness, and prevent environmentally undesirable activities for
better environmental conditions.
Ultimately green marketing requires that consumer want a cleaner environment and
are wiling to pay for it, possible through higher priced goods, modified individual life styles
or
even governmental intervention. Until this occurs, it will be difficult for firms alone to lead
the green marketing revolution.
Serious efforts to study the nature and extent of interaction between activities and the
natural environment are the recent vintage. The environment is an issue for the future as well
as of the present and our survival depend on it. Environmental awareness / responsibility and
corresponding change in the attitude and behavior in practice cannot be learned and built
overnight. Pollution, wastes, toxin will not vanish magically but have to be carefully
managed.
Expectations can be fulfilled in future as green marketing achieve its aim with the
help of public concern to the environment, regulatory forces, competitive advantage and
above all commitment of top management.
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