1Assistant Professor, Department of Commerce, Modern Girls College of Professional Studies, University of Lucknow, India
2Assistant Professor, Department of Journalism, Modern Girls College of Professional Studies, University of Lucknow, India
Online published on 21 November, 2017.
Due to the phenomenal growth of multiple industries, the world is facing serious environmental crisis. The exponential growth of the industrial sector has contributed substantial increase in the GDP of the country but at the expanse of environment and public health. This stands at an alarming stage and needs due care and attention else anomalies and the hazardous changes can be quite narcotizing to the entire human race and it's off springs. In order to vitiate its chronic effects, a new technique has been devised with the name of green marketing which aims at developing green and socially beneficial products and this sustainability has to be a part of their corporate strategy. It states that it's an implied responsibility of every organization to cater to the environmental needs and issues. Environmental issues are global issues and they need a proactive approach to be enacted upon. So it's an emerging challenge for the organization to be two dimensional necessarily one for its customer base and another for the environment. The going green policies coming from the political corridors have to be implemented properly. It's to promote environment friendly goods and services in order to keep a check on the toxic clutter, decreasing life expectancy, severe water contamination and land deterioration. However, there is a cost factor attached to this.
Currently many firms are opting for green marketing globally. Our objective of the research is:
To identify whether going green is act of their performance of environmental responsibility or their act of competitive advantage over others as a corporate gimmick as many organisation first jump to green band wagon without considering the actual motives.
To check whether the claims are false or misleading i.e. green washing.
Is green marketing driving a behavioural change amongst the employees thereby imbibing it as a part of firm's corporate culture?
How about the government subsidies to such projects.
To ascertain such goods and services on the economic front for consumption as most goods consumed in the world are by the middle class. How about an Indian population on low per capita income can afford such effort.
Does it require any media scrutiny and public contentment as breach of this will cause ecological devastation?
How about awareness amongst masses. A comprehensive study on consciousness vs. Awareness on environmental issues.
Green marketing, corporate environment responsibility, sustainable development, corporate gimmick, market advancement
