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Sustainable Development through Green Marketing: The Industry Perspective

By Ravindra P. Saxena and Pradeep K. Khandelwal.

Published by The International Journal of Environmental, Cultural, Economic and Social Sustainability

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.

The International Journal of Environmental, Cultural, Economic and Social Sustainability, Volume 6, Issue 6, pp.59-80. Article: Print (Spiral Bound). Article: Electronic (PDF File; 3.453MB).

Dr. Ravindra P. Saxena

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

Dr. Pradeep K. Khandelwal

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