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Green Marketing Awareness in India

In: Business and Management

Submitted By Deepasingh
Words 1154
Pages 5
A
SYNOPSIS
FOR
Ph.D. IN MANAGEMENT
ON
“CONTEMPORARY ENVIRONMENTAL MARKETING –

Emerging Trends of Environmental Marketing in Indian Perspective”

SUPERVISOR

Submitted By: Submitted to: Deepa Singh IFTM University Moradabad.

INTRODUCTION
In our days the environmental problems seem to concern all active citizens, enterprises and institutions all over the world much more than thirty years ago. International researches show that the consumers worry more about the environment and change gradually their behaviour (Arbuthnot, 1977; Simon, 1992; Diamantopoulos et al., 2003). Thus, a new market for viable or sustainable products emerges, which is further strengthened by active consumers, since it is a way to contribute - although indirectly - to the protection of the environment (Cornwell and Schwepker, 1995; Cleveland et al., 2005).
The enterprises gradually recognize the various competitive advantages and the enterprising opportunities (Johri, 1998) that arise from this ecological consuming approach, entering the word "green" in many of their activities. Thus, in parallel with the concept of Corporate Social Responsibility, the concept of "Environmental Marketing/Green Marketing" has also been cultivated with sufficiently effective practices.
According to the American Marketing Association - “Environmental Marketing is the marketing of products that are presumed to be environmentally safe”. Thus environmental marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Other similar terms used are Green Marketing and Ecological Marketing.
Thus "Environmental Marketing" refers to holistic marketing concept wherein the production, marketing consumption an disposal of products and…...

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