Can Green Marketing be used as a tool for Sustainable Growth? A Study Performed on Consumers in India- An Emerging Economy

By Ravindra P. Saxena and Pradeep K. Khandelwal.

Published by The Sustainability Collection

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Article: Print $US10.00
Article: Electronic $US5.00

Sustainable development is the form of development which aims at sustainable consumption and sustainable economic growth and tries to protect the environment. The field of sustainable development can be conceptually broken into three constituent parts: environmental sustainability, economic sustainability and socio-political sustainability. Realizing the importance of people’s concern for a healthy environment to live and preferring environmental friendly products and services to consume, marketers these days are trying to capitalize on the same to ensure sustainable growth and using these concepts in designing their strategies. Green marketing is one of such strategies which marketers are using these days as a key strategy for sustainable development.
Just a decade ago, the term green marketing or green business strategy evoked visions of fringe environmentalism and adding cost to existing normal goods. Most of the industries had the perception that consumers are willing to buy products at best competitive prices and associate no value for environmentally friendly products. They felt that the pressure for making business environment green and behaving in a more responsible manner especially comes from Government and its legislations and consumers have nothing to do with it. But, now that old perception of companies is changing, they have started realizing the changes in consumer perceptions and their behavior. Therefore, these days’ concepts of green marketing are taking shape as one of the key business strategies of the companies for gaining the competitive advantage, ensuring sustainable consumption of their products in the markets and enjoying sustainable development in future. Marketers must realize now that green marketing is not purely altruistic - it can be a profitable endeavour for sustainable growth.

It is only since 1990’s that the researchers have started academically analyzing consumers and industry attitude towards green marketing. Most of the studies on green marketing philosophy, sustainable consumption and sustainable development are done in developed countries but such studies however, remain conspicuously missing in the context of emerging economies like India. This research is a step to fill up this gap.

The findings of the study demonstrate that these days’ people are having high concern about environmental protection and are willing to consume those products which are environmentally friendly i.e. green in nature and the companies who offer green products will definitely enjoy a competitive advantage over their competitors as people have a positive attitude for green products. Findings of the study support the view of the authors that green marketing can definitely be used as a tool for sustainable growth.

Keywords: Sustainable Consumption, Sustainable Development, Green Marketing, Green Companies, Green Brands

The International Journal of Environmental, Cultural, Economic and Social Sustainability, Volume 6, Issue 2, pp.277-292. Article: Print (Spiral Bound). Article: Electronic (PDF File; 640.049KB).

Dr. Ravindra P. Saxena

Assistant Professor of Strategic Marketing, Faculty of Business and Management, University of Wollongong in Dubai, Dubai, U.A.E., United Arab Emirates

Dr. Ravindra P. Saxena is a faculty of Strategic Marketing at University of Wollongong in Dubai since last three years. He has Masters Degree in Economics and a Masters degree in Business Administration with specialization in Marketing. He did his Ph.D. in Economics in the area of Marketing of Financial Services. Dr. Saxena has a vast experience of 29 years, of which 8 years in industry and 21 years in management education. He has presented a number of research papers in International Conferences and has a large number of publications in international journals. His area of interest are Societal Marketing, Green Marketing, services Marketing, Customer Relationship Management, Consumer Behaviour and Retail Marketing Management.

Dr. Pradeep K. Khandelwal

Chemical Industry Entrepreneur and Visiting Faculty to Various Management School, Institute of Management Technology, Ghaziabad, India

Dr. Pradeep K. Khandelwal is a successful entrepreneur and has a chemical industry in India. He holds a Masters Degree in Chemistry and a Masters degree in Business Administration with specialization in Marketing. He did his Ph.D. in the field of Green Marketing. Dr. Khandelwal has published a large number of papers in the field of chemical engineering and societal marketing. He is an adjunct faculty of Marketing Management in a few well reputed management schools in Delhi, India. Besides having his own chemical industry, he is highly passionate about management teaching and therefore he is always involved in writing research papers and presenting them in the seminars and conferences.

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