The role of green marketing in achieving sustainable development (original) (raw)

Green Marketing: Recent trends along with practices in favor of Sustainable Development

Environmental protection, go green, eco-friendly products, green riots etc. are the concepts of protecting our Planet Earth and nature meant for generations yet to come in existence. Green marketing is an accord used by various companies in more or less mode to support Sustainable growth. Now it is also the need of hour to precede environment friendly for the reason of the collapsing of natural assets like soil eruption, ozone layer depletion, global warming etc. This piece of work analyzes the impacts of green marketing strategies on customer responsiveness, execution and environmental wellbeing. This concept has also set marketers to re-market and re-packaged the offered merchandise which already adheres to such benchmark.

Green Marketing: A Step towards Sustainable Growth

This study aims to provide information on the concept of Green Marketing and its importance to the environment. It generally refers to the marketing of such products that are environment friendly. Green Marketing has gained a lot of importance in today's market. As the resources are scarce and the human wants are unlimited, the resources should be efficiently utilised to satisfy them. Since, people are becoming aware about the environment and their problems therefore, are not ready compromise with the products that they buy. And finally, the environment has penetrated our collective consciousness deeply enough to move a whole lot of people toward Green lifestyle changes. This study will further focus on the challenges in green marketing

Green marketing strategies, sustainable development, benefits and challenges and constraints

This paper focused on green marketing intervention strategies and sustainable development with an emphasis on green marketing intervention strategies to environmental problems facing the world today. The review indicates that individuals and organizations can benefit from green marketing strategies and at the same time protect the environment to achieve sustainable development. The weaknesses and the future of green marketing as a discipline and future directions for researchers are also reviewed.

Sustainable Development through Green Marketing: The Industry Perspective

International Journal of Environmental, …

The word "Sustainability" does not have an agreed upon single definition. There are many definitions for sustainability. According to Ehrenfeld (2008), sustainability is the possibility of the human and other life will flourish on the earth forever". USA national environmental policy act (1969) defined sustainability as:"Create and maintain conditions under which [humans] and nature can exist in productive harmony, and fulfill the social, economic and other requirements of present and future generations of Americans." Sustainable development as per the "Report of the World Commission on Environment and Development (United Nations, 1987)"can be viewed as 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. Sustainable development is the form of development which aims at sustainable consumption and sustainable economic growth and tries to protect the environment. Sustainability is constituted on three dimensions: the environment, the economy, and the society. Hence the field of sustainable development can be conceptually broken into three constituent parts: environmental sustainability, economic sustainability and socio-political sustainability. Due to challenges of global warming, nations and people these days have all time high concern for environmental protection and a new format of business has emerged as Green Business. The industries who claim that they are environment friendly and have concern for society are known as green industries, their marketing philosophy is termed as green marketing and their environment friendly products are called as green products. It is also believed by the companies that if they will offer green products it will give them a competitive advantage over their competitors as people these days have a positive attitude for green products. They believe that green marketing can be a profitable endeavour for sustainable growth. Many studies on these topics have been performed in developed countries, but there still is a need to perform such studies in the context of developing countries. This research is an attempt by the authors to understand the attitude of Industries in India towards green marketing. Are they concerned about the environmental protection as the industries in developed countries are? Do they also feel that by practicing green philosophy they will gain competitive advantage and will ensure sustainable development? Before collecting the primary data from industries, researchers did an exhaustive literature survey and based on this they set four hypotheses, which were tested by using parametric tests (one way ANOVA). Key findings of the study reflect that Industries these days have high concern for environmental protection and have strong belief that green marketing can definitely be used as a tool for gaining competitive and sustainable growth.

Green Marketing and Sustainability: Opportunities and Challenges

IJRASET, 2021

Green Business, Sustainable lifestyle, environmental protection are the buzz words that we hear nowadays. Sustainable development is a development that aims at sustainable consumption of resources and sustainable economic growth while protecting the natural environment. The term sustainable development basically comprises of three main constituents which are: environmental sustainability, economic sustainability, and socio-political sustainability. Owing to the fact that people are getting more and more inclined towards preserving the environment, businesses are busy devising strategies that can satisfy the needs of the society as well as be profitable. Green Marketing is one such strategy that has emerged as a key concept in India and other developing and developed countries as the main element for facilitating sustainable development. This research paper, aims at emphasizing the concept, need and importance of green marketing. Data is collected from multiple sources such as books, journals, websites, and news papers. The paper describes the present scenario of Indian market and search for various opportunities and issues businesses face while incorporating green marketing. The paper also explains the reasons why businesses are adopting it on a high scale and its future in the emerging markets. The paper concludes with the insight that green marketing will grow on a continuous basis both in practice as well as demand.

Issues and Challenges of Green Marketing as Obstacle Towards Sustainable Development

2017

Today world marketers are facing a challenge to fulfill requirements and preferences of customers as well as to keep environment safe and hazard free. As concern of customers is increasing day by day regarding their environment and addressing various environmental issues is need of hour. Impact of global warming, environmental pollution etc poses various challenges to environmental demographics that are leading towards increase in world temperature. To facilitate sustainable development, markets of developing and developed nations are coming with new strategies to keep environment safe and pollution free. One of such strategies is green marketing, a new concept in world markets that will help in sustainable development of nations. This research paper will emphasize on various issues related to green marketing and will also highlight several practices of green marketing. Paper will also throw light on current Indian market practices and opportunities from green marketing practices an...

Sustainable Marketing - a new Era in the Responsible Marketing Development

Foundations of Management, 2012

The purpose of this paper is to draw to the attention of those involved in marketingscientists, educators, researchers, marketers, and professionals dealing with the implementation of marketing processes -the responsibility which rests upon them in the face of rapid social change worldwide through increasing global economic turbulence, a continuously widening gap between rich and poor societies as well as the galloping degradation of the natural environment.

Green Marketing: A Tool for Sustainable Development

SSRN Electronic Journal, 2013

Green revolutions, going green, environmental protection, sustainable life style, sustainable development, protecting our earth and many more have become a natural phenomenon in our everyday life. Green marketing is a tool used by many companies in various industries to follow this trend. This concept has enabled for the re-marketing and packaging of existing products which already adhere to such guidelines. Additionally, the development of green marketing has opened the door of opportunity for companies to co brand their products into separate line, lauding the green-friendliness of some while ignoring that of others. This paper mainly focuses on the concept, need, importance & strategy of green marketing in India. Researcher also examines the present scenario of green marketing and reasons that organizations are adopting green marketing as a tool for sustainable development. Data has to be collected from multiple sources of evidence to understand the importance of green and sustainability management, in addition to books, journals, websites, and news papers. The paper analyses whether the manufacturers are cognizant about green products and eco-labeling, and also the difficulties in implementing green marketing. A guideline is given to the Indian manufacturers for producing green marketing products.

Green product marketing: A creative approach to sustainable development

2020

Nowadays, awareness on different environmental problems increased significantly and it is of global concern to reduce negative impact on the environment. As a result, a new segment of consumers was introduced, the so called green consumers. Green marketing tries to adapt by putting in the center of attention the needs of such a consumer. An increase of organic products exists in both parts, in demand and offer. To maintain the welfare of present and future generations, a sustainable development is essentially. The article concludes that now-a-days more and more companies are going green thus contributing towards sustainable development. Companies are taking necessary steps to manage their ecological responsibilities.