View of PROBLEMS AND PROSPECTS: GREEN MARKETING IN INDIA

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Vol. 05,Special Issue 03, (IC-WESD-2020) March 2020, Available Online: http://www.ajeee.co.in

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PROBLEMS AND PROSPECTS: GREEN MARKETING IN INDIA Dr. Neh Srivastava, New Delhi

Abstract - Important leading of the many environmental issues has resulted in a change in the way people live. Consumer views towards a green lifestyle have improved. Citizens are working actively to decrease their ecological effects. Yet that is not universal and needs to evolve.

Nevertheless, companies and enterprises have noticed a shift in customer perceptions and seek to maintain sustainability by leveraging the green market sector's promise. This has been a challenge in a new time of technology to support customers in conjunction or still hold our natural world secure, and this is the most critical task of the moment. Green marketing is an essential feature of the global economy. It has been a core idea in-country as well as in other elements of the rising or developed world and is seen as an essential tool for sustainable growth. Within this research paper, the definition, need, and value of green marketing has been illuminated. In addition to books, magazines, blogs, and news reports, data has been obtained from various sources of information. This discusses the critical issues of ecological marketing activities. This paper examines the emerging Indian business situation and explains the complexities of green marketing.

Keywords: Traditional Marketing, Consumer, Marketer, Green Marketing, Environment.

1 INTRODUCTION

First of all, environmental or ecological issues, one of the reasons for the development of green marketing.

Environmental marketing is meant to be environmentally friendly to sell goods, according to the American Marketing Association. Environmental promotion also involves a wide variety of practices, including product alteration, manufacturing process improvements, labeling improvements, and promotional improvement.

Green marketing refers to the integrated marketing philosophy in which materials, the retail applications of products, and services are made less environmentally risky, with such an improvement in awareness of global warming impacts, non-biodegradable industrial waste, and harmful pollutants effects, etc. Many critics say that green marketing primarily refers to the creation and advertising of environmentally sustainable products.

Generally, terms such as safe, reusable, refillable, ozone-resistant, and environmentally sustainable phosphate are mostly correlated with green marketing by customers. Indeed, green marketing is a goose of gold. According to Mr. J. Polonsky, green marketing can be described as 'all actions planned to produce and encourage any exchange aimed at fulfilling human

desires or wishes to satisfy their expectations and desires occur with minimal negative impacts to the national environment.'

Since resources are infinite and individual desires are limitless, marketers need to handle the funds and accomplish the company's goal efficiently. Therefore, eco marketing is unavoidable. Consumers worldwide are deeply involved in environmental security. International research suggests that people are concerned and change their attitudes regarding the climate. It has led to the establishment of green marketing, which speaks to the growing demand for sustainable and socially responsible goods and services. It is now a new mantra for advertisers to satisfy consumers' requirements and to make better incomes.

2 EVOLUTION OF GREEN MARKETING A conference on Ecological Advertising in 1975 organized by the American Marketing Association (AMA) focused on the environmental marketing concept and took part in the literature for the first time.

During the late 1980s or early 1990s, the word green marketing was popular. The primary environmental marketing campaign took place in the 1980s. The concrete landmark for the first green marketing surge was released novels, all called Green

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2 Marketing. These were in the United Kingdom by Ken Pattie (1993) and in the United States by Jacquelyn Ottman (1994).

The creation of green marketing has three stages, according to Peattie (2001).

In the first phase, green marketing was called ecological, or throughout this time, every marketing action was aimed at helping environmental problems and remedying ecological issues. The subsequent process was green marketing for 'climate,' based on sustainable energy, including the creation of revolutionary consumer technologies to take care of emissions that waste problems. The third phase was the green marketing

"Sustainable." This rose to attention in the late 1980s and early 2001 when it rose to produce high-quality goods, which could satisfy customers' demands with an environmentally sustainable approach to design, efficiency, pricing, and convenience.

2.1 Characteristics of Green Products The following measures can describe green goods:-

1. Items originally made.

2. Items that can be recycled are reused and biodegraded.

3. Organic ingredient products.

4. Recycled and non-toxic materials are containing materials.

5. Contents of goods under licensed chemicals.

6. Things that do not damage the atmosphere or pollute it.

7. Goods not checked on animals.

8. Eco-friendly products, i.e., recycled, recyclable containers, etc. goods.

2.2 Objectives of the Study

The title of the paper is: Sustainable Marketing in the country: An outline of the following goals:

1. To understand the green market strategies.

1. Identifying the significance and necessity of green marketing.

2. To research green marketing problems or opportunities.

2.3 Research Methodology

The research focuses on peer evaluation, newspapers, journals, blogs, and other

credible references. Work is exploratory by definition.

3 REVIEW OF LITERATURE

Kilbourne ... Kilbourne, W.E. (1998) discussed the inability of green marketing to proceed further than the model's boundaries. The report outlines areas to be explored about marketing/environment, including demographic, political, or technical measurements of the cultural enclose of the situation. Othero, A. (1999) numerous papers on green marketing discussed in the July 1999problem of 'Journal of Marketing Management.' This also included the need to review current green marketing literature, an observational analysis by U.S. and Australian marketing executives, an overview of what a Green Partnership is in operation in Great Britain, ecotourism, and green marketing concepts.

Othero, A. & Bonn, J.A. (2001) argued that more planetary light should be accomplished by capitalism by using material culture features to advance the environmental objectives. Marketing has not the only capacity to contribute to the development of environmentally productive models of culture but also has a significant duty as a principal-agent for the activity and dissemination of the exchange of goods. In his article, Oyewole, P. (2001) introduced a philosophical link between green marketing, environmental justice, and industrial ecology. This advocates a more significant understanding of ecological sustainability through ecological marketing action.

Eventually, a research plan is introduced to assess the consumer's knowledge and ability to absorb the resulting risks for environmental justice.

Hansen, E., Karna, J. & Richard, M. &

Richard, H. (2003) described conscientious marketers as the most successful party to actively adopt sustainable messaging and pursue strategic advantages through eco- friendliness. The findings further show the conceptual relation of green principles, environmental marketing techniques, mechanisms, and roles to the paradigm of ecological marketing used in this analysis.

Sanjay K. Jain & Gurmeet Kaur (2004) quickly appeared as a global

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3 phenomenon mentioned that business enterprises, too, came up with this opportunity and started to adapt to external challenges through Green Marketing Strategies. Environmental consumerism has become a driver for industrial environmentalism and sustainability campaigns for companies. The paper examined the ecological consciousness, actions, and attitudes prevalent among Indian consumers based on the data gathered in a field study. In his research in Great Britain, Donaldson (2005) found that the consumer's ecological views had usually changed positively.

This research showed the deep confidence of customers in the recognized commercial products and the poor conduct toward the "green" arguments, the critical factor behind the inability to understand their environmental concerns. Alsmadi (2007) shows a high degree of ecological consciousness when observing Jordanian customers' ecological actions.

Unfortunately, this optimistic trend and interest in the "new" goods did not seem to affect the ultimate vote, clearly because satisfied customers had greater confidence in conventional products and no faith in the new statements.

The impediments listed above were additional compounded by many companies' lack of environmental consciousness and a full price spectrum for the same commodity, many of which displayed an impetuous appraisal of ecological duty. Many experiments have also identified the same trend (Ottman, 2005; Donaldson, 2006; Cleveland et al., 2007). Brahma. Brahma, M. & Dande, R. &

Dande, R. (2008), The Mumbai Economic Times, had an article reporting that Green Ventures India is an affiliate of Green Ventures International, a New York-based wealth management company. Last year, India launched a $300 million program to finance clean energy goods and carbon bond trading.

4 WHY ARE FIRMS USING GREEN MARKETING?

There are many possible explanations for the expanded use of green marketing by

businesses in the literature. The following five potential reasons are:

1) Companies view green promotion as an incentive to reach their goals [Keller, 1988; Shearer, 1991].

2) Organizations think they are morally responsible more socially [Davis,1992;

Freeman and Liedtka,1992;

Keller,1988; McIntosh, 1991; Shearer, 1991;]

3) State agencies are pushing companies to take more responsibility [NAAG, 1991];

4) Green contestant advise businesses to change their practices in sustainable marketing[NAAG,1991] and

5) Price considerations connectedby waste management or resource use cuts force businesses to change their actions [Azzone and Manzini, 1995;].

 Opportunity: Throughout the country, approximately 35% of buyers, favor environmentally friendly goods, and about 28% can be measured safety awareness. Green marketers contain, therefore, expanded to a rather large consumer segment to address these needs.

 Social responsibility: Many companies have begun to realize that they have to be environmentally friendly. We remain committed to meeting sustainable and profit- oriented goals in line with the Extended Producer Responsibility (EPR) concept.

 Governmental Pressure: The government constructs numerous laws to protect citizens and society as a whole. The Indian government has also established a regulatory mechanism for the production of toxic chemicals and by-products. They minimize the creation of and use hazardous goods by the industry, particularly those that damage the environment; for instance, the ban on plastic bags, the ban on smoking in public spaces, etc.

 Competitive Pressure: one more significant factor in the field of environmental marketing has been the need for corporations to retain

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4 their profitable advantage. For some instances, businesses are watching rivals encourage and try to mimic their ecological behavior. The economic competition has, in some situations, forced an entire company to alter and thereby to raise its negative environmental response.

 Cost Reduction: Reducing hazardous waste can contribute to substantial cost savings. Some industries often create a mutually beneficial association whereby waste produced by one corporation is utilized as economic raw material by the other.

5 SUGGESTIONS

Environmental marketing is in its childhood, and a lot of work is needed to investigate the role of green marketing.

There is evidence that companies should incorporate green marketing and the practical application of green marketing as catering obstacles. The merits of Green goods must be made more conscious of by the customer.

Consumers need to be vigilant and mindful of risks to the climate. The customer should be conscious and worried about the challenges the company is trying to solve.

Green marketing and sustainability media strategies are a big step in this direction. Consumers need to be inspired to change labels or offer a greener option fee.

Be sure the customer knows they can make a difference. It is referred to as pride, and because of this, people are buying greener goods. Additional steps should be taken to monitor the incorrect message, and the marketer should say that green products are legal and trustworthy. The government plays a significant role in the successful and productive application of this principle of Green Marketing. The definition cannot be conceptualized until the government establishes clear and strict legislation and uses its authority to enforce them.

When the customer, corporation, and government work together to reduce the adverse effects of their actions on the climate, so they will definitely preserve our ecosystem as well as create the world a safer put to live. For a business to green its

goods, the customer expects the products to be natural to produce and thus help to reduce the environmental impact of their own lives. Environmental promotion remains weak on most companies' agenda and is consequently, therefore, a rarely used USP (Unique Selling Proposition).

Efficient green marketing for the right demographic would also create dissimilarity.

6 CONCLUSIONS

Green marketing is an environmentally sustainable device for future generations.

This won't be a bright idea. The organization has to prepare and then perform analysis to see how realistic it is.

Green marketing continues to grow because it is still in its infancy. It may not be easy to adopt green marketing in the short term, but it certainly has a positive effect on the business in the long run. Green marketing is only in infancy in Indian companies.

There are plenty of incentives. This is the time to pursue Sustainable Marketing worldwide. The world of business will be drastically changed if all countries make strict laws, as green marketing is necessary to deter pollution.

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