Chapter – 2

Literature Review

1. Kilbourne, W.E. (1998) discussed the failure of green marketing to

move beyond the limitations of the prevailing paradigm. The author
identified areas that must be examined for their effect in the
marketing/environment relationship, namely economic, political and
technological dimensions of the cultural frame of reference.

2. Prothero, A. (1998) introduced several papers discussed in the July

1998 issue of 'Journal of Marketing Management' focusing on green
marketing. This included a citation of the need to review existing
literature on green marketing, an empirical study of United States and
Australian marketing managers, a description of what a green alliance
look like in practice in Great Britain, ecotourism and definitions of
green marketing.

3. Prothero, A. & Fitchett, J.A. (2000) argued that greater ecological

enlightenment can be secured through capitalism by using the
characteristics of commodity culture to further progress environmental
goals. Marketing not only has the potential to contribute to the
establishment of more sustainable forms of society but, as a principle
agent in the operation and proliferation of commodity discourse, also
has a considerable responsibility to do so.

4. Oyewole, P. (2001) in his paper presented a conceptual link among

green marketing, environmental justice, and industrial ecology. It
argues for greater awareness of environmental justice in the practice
for green marketing. A research agenda is finally suggested to
determine consumer's awareness of environmental justice, and their
willingness to bear the costs associated with it.
5. Karna, J., Hansen, E. &Juslin, H. (2003) interpreted that proactive
marketers are the most genuine group in implementing environmental
marketing voluntarily and seeking competitive advantage through
environmental friendliness. The results also give evidence that green
values, environmental marketing strategies, structures and functions
are logically connected to each other as hypothesized according to the
model of environmental marketing used to guide this study.

6. Sanjay K. Jain & Gurmeet Kaur (2004) in their study of

environmentalism which had fast emerged as a worldwide
phenomenon discussed business firms too have risen to the occasion
and have started responding to environmental challenges by practicing
green marketing strategies. Green consumerism has played a catalytic
role in ushering corporate environmentalism and making business
firms green marketing oriented. Based on the data collected through a
field survey, the paper made an assessment of the extent of
environmental awareness, attitudes and behaviour prevalent among
consumers in India.

7. Donaldson (2005) in his study realized in the Great Britain that in

general the ecological attitude of consumers changed positively. This
study reported the strong faith of consumers in the known commercial
brands and in the feeble behaviour referring to the "green" claims,
which was the main cause behind the consuming failure to interpret
their concerns beyond the environment in their behavior.

8. Alsmadi (2007) while investigating the environmental behaviour of

Jordanian consumers reveals a high level of environmental conscience.
Unfortunately however this positive tendency and preference in the
"green" products did not appear to have any effect on the final
decision, obviously because these consumers had a stronger faith in
the traditional products and a small confidence in the green
statements. The above obstacles were further strengthened by the lack
of environmental conscience by a lot of enterprises and the existence
of a large scale of prices for the same product, many of which included
 an impetuous estimate of environmental responsibility. The same
phenomenon has been presented in other researches too (Ottman,
2004; Donaldson, 2005; Cleveland et al, 2005).

9. Brahma, M. &Dande, R. (2008), The Economic Times, Mumbai, had an

article which stated that, Green Ventures India is a subsidiary of New
York based asset management firm Green Ventures International. The
latter recently announced a $300 million India focused fund aimed at
renewable energy products and supporting trading in carbon credits.

10.Jacquelyn Ottman, (1998) suggests that from an organizational

standpoint, all aspectsof marketing including new product
development and communications should beintegrated with
environmental considerations. This holistic view of Green
Marketingsuggests that not only the suppliers and retailers, but the
new stakeholders includingeducators, community members,
regulators, and NGOs should also be taken intopurview. Environmental
issues should not be compromised to satisfy primary customerneeds.
Organization operating green practices in their processes and products
isconsidered as environmentally friendly by the consumers and they
prefer to purchasethe products of the organization that are marketing
themselves as green organizations.

11.According to Joel Makower (cited by Shafaat& Sultan, 2012),

challenges faced bygreen marketer also includethe lack of standards
and common consensus among the public about what actually
constitutes “green”.Despite these challenges, greenmarketing
continues to gain popularity, particularly in light of growing global
concernabout climate change. Companies arecoming forward to
showcase their commitmentsto reduce adverse climate impacts of
their products and services. Green marketing canplay an important
role in sustainable development sofirms must adapt
innovativemethods to sustain itself in the competitive environment.

12.According to Michael J Polonsky, environmental marketing has been

perceived as anopportunity by the organizations to achieve their
objectives (stated by Keller 1987,Shearer 1990). It was believed that
 organizations have moral obligation to serve thesociety in more
environmental friendly way (Davis 1992, Freeman and
Liedtka1991,Keller 1987, Shearer 1990).Firms are also forced to
become more socially responsibledue to the laws laid by the
government towards the protection of the environment. Firmsare also
pressurized by the environmental activities adapted by competitors
thatdemand the firms to change their marketing activities to
environmental marketingactivities. One of the factors identified that
affects the purchase of green product is itshigh price in comparison
with traditional product. Price of the product can be reduced
byproperly designed environmental standards. Environmental
standards can triggerinnovations that lower the cost of the product or
improve its value. Such innovation willallow the companies to use a
range of inputs more productively-from raw materials toenergy to
labour thus offsetting the cost of improving environmental impact and
henceenhanced resource productivity will make companies more
competitive. Innovation willplay a lead role in sustainable
development for the companies to be competitive andresisting
innovations will lead to loss of competitiveness in today’s global
economy(Michael Porter and Claas van der Linder, 1995).

13.SupreetKaur (2014), highlighted green marketing as a tool for

protecting environment as it include eco-friendly products. Adopting
green marketing is not easy short run but have a positive impact in
long run. Firms have started to produce innovative energy efficient
technology, non-toxic products etc.

14.K.Manian, AshwinNitish.J (2014), have focused the green marketing

concept in the context of Indian corporate sector and concluded that
green marketing is at the infancy stage and can impact positively on
the firm in the long run. Marketers need to make their consumers
understand about the need and benefits of green marketing. Even
consumers are willing to pay more to maintain their environment
green and clean. Thus, it is the responsibility of consumers, industrial
buyers and suppliers to promote positive effect of green marketing to
the environment.
15.Shrikanth and Raju (2012) describe in paper, marketers need to aware
the stakeholders about the advantages of green products.
Organizations are aware that the inclusion of green in their strategy is
important for the survival. FMCG companies are adopting it to retain
their image in the market and involved many activities to show their
concern towards environment. Customers are ready to pay for the
premium but at the same time, it is essential for the companies that it
should not overlook the economic aspect of marketing.

16.According to Maheshwari and Malhotra (2011), consumers are not

committed to improve their environment on the cost of their pocket
and lay the responsibility to the companies to produce eco-friendly
products and on government as well. Consumers are puzzled about the
real benefits of green products and thinking that the company might
cheat them in the name of green products. Roper ASW’s 2002 “Green
Gauge Report” finds that the reason of consumers to not to considers
green products are the higher cost and lower performance without
significant environmental benefits.

17.Welling and Chavan (2010), have summarized the reason for the
obstructing the practice of green marketing in case of small and large
scale manufacturer is that Eco-labeling is still not popular. Thus it is not
an easy concept.

18. P.K. Verma (2012), explained the issues and problems of green
marketing in India in his book “Green Marketing: Issues and
Challenges” and gave some solutions to tackle those challenges
through some new rules of green marketing.
 Chapter – 3
Data Collection and Interpretation
Ran Best Green Brands 2013 Best Green Brands 2014
king
Brand Country Sector Brand Country Sector
1. Toyota Japan Automotive Ford United Automotive
States
2. Ford United Automotive Toyota Japan Automotive
States
3. Honda Japan Automotive Honda Japan Automotive
4. Panasonic Japan Electronics Nissan Japan Automotive

5. Nissan Japan Automotive Panasonic Japan Electronics

6. Johnson & United FMCG Nokia Finland Electronics
Johnson States
7. Volkswage Germany Automotive Sony Japan Electronics
n
8. Danone France FMCG Adidas Germany Sporting
Goods
9. Nokia Finland Electronics Danone France FMCG
10. Dell United Technology Dell United Technology
States States

Top Green Brands in India & World

Source: Best Global Green Brands 2013,2014

{Table - 3.1}
 Consumer’s Awareness on Green Marketing

{Table – 3.2}

Rating Scale % of
Respondents Mean Score
5 Strongly Agree 69%
4 Agree 22%

3 Neither Agree nor 3%

4.52(>4.5 Considered
Disagree
the next higher Value)
2 Disagree 4%
1 Strongly Disagree 2%
Total 100%

Consumers’ awareness on green marketing

Strongly Agree Agree Neither Agree nor Disagree Strongly Disagree
Disagree

4%2%
3%

22%

69%

{Figure – 3.1}

Consumers Attitude Towards Green Branding

 Rating Scale % of
Respondents Mean Score
5 Strongly Agree 80%
4 Agree 9%

3 Neither Agree nor 3%

4.56(5)
Disagree
2 Disagree 3%
1 Strongly Disagree 5%
Total 100%

{Table – 3.3}

Consumers atti tude towards green branding

Strongly Agree Agree Neither Agree nor Disagree
Disagree Strongly Disagree

5%
3%
3%

9%

80%

{Fi
gure – 3.2}

Best Global Green Brands:

In chapter 3 table 3.1 it shows us the Best Global Green Brands. The Green
brands survey is done every year to find out the best green brand in the
world. The website lists 50 top green brands every year. Interbrand has been
publishing a list of about 50 green brands (Best Global Green Brands) from
worldwide every year since 2011. Toyota is in number one position as a
green brand in the world except for 2014 where Ford occupies first position
in the list. All the selected brands are from Europe in the majority, very few
are from Asia, but no Brand is found from the Indian origin working for
environmental protection on global ranking. But, India is also not behind in
this race of participating in best practice environmental and carbon
management, and sustainability practices. Maximum of these belong to the
energy and government organizations. Brand Names like Johnson and
Johnson Ltd., Chillibreeze, IBM, LG Electronics, PNB, Tata Motors and Hero
Honda Motors are some of the green corporate in India (Environment-
friendly companies in India, Window2India).

Consumer’s Awareness on Green Marketing:

It is limelighted from the above table-3.2 and figure-3.1 that consumers’
awareness on green marketing, 69% of the respondents strongly agree , 22%
of the respondents agreed, 3% of the respondents neither agree nor
disagree, 4% of the respondents disagree and 2% of the respondents strongly
disagree. From the analysis, it is concluded that 69% of the respondents have
awareness on green marketing.

Consumers Attitude Towards Green Branding:

It can be observed from the table-3.3 and figure-3.2 that 80% of the
respondents had more awareness on green brand. From the analysis majority
of the consumer know about the green brand.

Consumers have expressed strong concerns about the concept of green

marketing and companies going green. Apart from this, consumers are well
aware of the fact that the productivity of companies can be drastically
improved. People are aware of green environment because it is less
detrimental to the environment and companies can look into
implementation of this concept for betterment of business. If we analyse the
facts pertaining to green marketing the significant results are positive at one
end. On other end consumers say that it is difficult for all the companies to
implement green marketing. As far as green branding is concerned the
consumers strongly expressed that they are familiar with green brand and
shown interest to know more about green branding.
INDIAN COMPANY INITIATIVES TAKEN
BY BUSINESS ORGANISATION AND
GOVERNMENT AGENCIES FOR GREEN
MARKETING IN INDIA

GREEN IT PROJECT: STATE BANK OF INDIA (SBI):

We all know about the power situation in India. But inside of an ATM is
ironically completely different. It is often over- lit with conventional lights
plus have high-capacity ACs running 24X7, making it extremely
uncomfortable tobear. In places where power supply is not constant these
ATMs are run on
generators adding to pollution. It has been proven that ATMs, just like any IT
equipment,need a dust free environment running at optimal room
temperature. So,there is an immediate need to redesign ATM infrastructure
in India given the badpower situation in country.

However, this is easier said than done, as in this competitive age, customer
convenience can’t be ignored. To cover both aspects, this project has been
takenup by the Bank as part of its policy to promote green policy initiatives.
Apartfrom savings of recurring costs to the bank, the project helps in
reducing thecarbon footprints impacting the quality of life of the cardholders
and societyat large. Further it supports the cause of the central bank’s
objective ofspreading retail electronic payment culture and reduced
dependence on paperbased transactions in the country, through rapid
expansion of ATMs and debitcards. State Bank of India undertook a massive
rollout of ATMs during thefinancial year 2009-10. With more than 10,000
ATMs installed, SBI was consciousabout the carbon footprint due to such a
huge rollout. In all of these ATMs, LCDmonitors were deployed in lieu of
CRTs. LEDs were used instead of tube lights orCFL (even in signages), 5 star
EER 3.1 rated ACs were installed instead ofconventional high energy
consuming ACs. Aluminum composite panels were put touse instead of wood
based materials in the preparation of sites. Apart fromthese modifications,
specially designed ATMs were developed and installed thatconsumed low
energy and require no air conditioning environment. Even solarpowered
ATMs were developed for rural areas. A few of the modifications made tothe
ATMs include usage of single thermal printers instead of two and the
mannerin which the cash tray was placed.

Best Green IT Project

Company Scenario
Before Deployment

Wastage of energy due to usage of CRTs, conventional lighting, and air

conditioning in ATMs.

After Deployment

48508500 KWH of electricity savings, translating to

Rs. 24 Cr+ savings in energy bills.

What was deployed?

Usage of LCD, LEDs inside ATM and even for signage,

and usage of energy efficient ACsAluminum composite panels were put to
use instead ofwood based materials in the preparation of sites10,000 eco-
friendly ATMs across India.
The key challenges faced in deployment of these energy efficient ATMs
include
ensuring compliance with regard to the agreed contractual terms not only
with
the main vendors but also the outsourced agencies. The large number of
deployment of ATMs spread over a wide area in a tight schedule necessitates
finevendor management skills. In fact the SBI IT team had to work closely
with
vendors who till that point of time were involved in setting up conventional
ATMs. Appropriate measures were required to safeguard against fire hazards
inextensive use of composite aluminum materials.

GOING GREEN MANTRA: TATA MOTORS LIMITED:

Tata Motors, India’s largest commercial vehicle manufacturer, along with its
channel partners, has announced the launch of its ‘Go Green’ initiative in line
with its commitment to
environment sustainability. Under this initiative, Tata Motors, in association
with an NGO, will plant a sapling for the sale of every new commercial
vehicle and for every new customer
who gets their vehicle serviced at the company’s dealer workshop and Tata
Authorised Service Station. The company will nurture the sapling and bestow
the customer with a certificate and a
link with the geotagged location of the plantation, thereby allowing the
customer to monitor its status.
The initiative will ensure the best health of these newly-planted saplings,
which will include a variety of diverse species of fruit-bearing, medicinal and
native trees. The plantation will be spread across various locations in over 10
states of the country, thereby adding to the green cover of the country.
Commenting on the initiative, Mr. Rajesh Kaul, Vice President, Sales &
Marketing, Commercial Vehicle Business Unit, Tata Motors, said,
“Environment sustainability is at the core of what we do at Tata Motors, its
energy efficient manufacturing practices and environment friendly product
offerings are a testament to this. We are pleased to announce this
collaboration with SankalpTaru where we are actively engaging with the
large base of consumers that the company caters to, in tree plantation
drives. Tata Motors will continue to stay abreast of evolvingneeds in the best
interest offuture generations, constantly devising unique, sustainable, and
future-ready solutions to tackle pressing problems.”
Tata Motors as one of the leading companies in the country is uniquely
positioned to create sustainable positive environmental impact. The
company is constantly advancing environmental innovation and
systematically reducing environmental impact, by assessing its footprint
across the whole lifecycle and value chain of its products. The recently
launched state-of-art BS6product range assures significantly reduced tail-pipe
emissions and attests to the company’s commitment towards climate
resilience. Tata Motors is actively working towards a low-carbon strategy and
has been leading the charge of environment-friendly alternate fuel mobility
in the country. As a ‘Future Ready’ responsible corporate and a signatory of
RE100 initiative, Tata Motors aims to source 100% renewable electricity by
2030.

POLYTHENE FREE HIMACHAL: HIMACHAL GOVERNMENT :

Himachal Pradesh’s fight against plastic dates back to October 2, 2009, when
the state government banned the use of any kind of plastic bags, single-use
plastic items like straws, plastic cups, bottles made of non-biodegradable
material, and disposable tableware made of thermocol in the state. As soon
as the ban was announced, manufacturers challenged it in the court,
requesting for a stay on the plastic ban. The court uplifted the ban on plastic
packaging only but not on single-use plastic, allowing manufacturers to use
plastic only in packaging of food and beverages, which continues till date.
With the partial ban in effect, the use of plastic carry bags, tableware and
cutlery has diminished over the years, but has not been eliminated. In 2018,
over 1200 challans were issuedand around Rs. 20 lakh was collected as fine.
Also, plastic continues to prevail in the form of packaging of products like
milk, chips, biscuit, and other items. Annually, 20-30 tonnes of plastic waste
is collected in the state majorly consisting of packaging waste which chokes
the drains.To reduce the amount of non-biodegradable single-use plastic
waste generated in the state, on the World Environment Day (June 5) Chief
Minister Jai Ram Thakur announced the launch of ascheme to buy back non-
recyclable polythene (plastic bags).
“Once a newspaper is dated, we keep it to sell it to the kabadiwala (scrap
dealer) in exchange for some money. The reason we don’t throw newspapers
is the value attached to it. Likewise, waste pickers collect plastic bottles
because they know those bottles are recyclable and have a value attached.
Similarly, we ideated to add value to the non-recyclable plastic waste, buy it
from individuals and scrap dealers and then either use it for road
construction or as fuel in cement plants.”

For the collection of plastic waste, the initial plan is to have collection centers
in all the urban local bodies (ULBs) where an individual can come and drop
plastic waste. Right now the scheme is in its nascent stage and the
Department of Environment, Science and Technology plans to first have a
detailed discussion, form policy and later implement itaccordingly. Hence,
the kind of plastics to be included in the buy back scheme and the cost-
benefit analysis that is the price these will be purchased at are yet to be
decided.Along with this, the Chief Minister launched environment-friendly
bags made by the Department of Environmental Science and Technology.
Giving out details of the same, Mr Rana said,

"To educate people about the plastic pollution, an awareness rally was
organised in which around 600 students from 30 schools participated. The
refreshment was provided to the participants
in those eco-friendly cloth bags only. Cloth bags, an alternative to plastic
bags, give out the message of ‘Polythene Hatao, ParyavaranBachao’ (Get rid
of polythene and save theenvironment)."
During the event, the Chief Minister urged the citizens to supplement the
efforts of the government to protect the environment by maintaining
cleanliness.
This is not the first time the state has taken a step to phase out the use of
plastic from Himachal Pradesh. Last year, ahead of the World Environment
Day, Department of Environment,Science and Technology, Shimla, launched
a week long state-wide ‘Polythene Hatao, ParyavaranBachao’ campaign. The
focus of the campaign was to collect plastic waste from both urban and
rural areas and use it to produce energy, sensitise people about the harmful
effects of plastic waste pollution. The campaign led to the collection of over
32,000 kilos (32, 415.38 KG) ofplastic waste. Of the total waste collected,
nearly 6000 kilos (5780.2 KG) was used in the construction of a road. As per
the current plan, the plastic collected through buyback scheme will also be
used either in the construction of roads or in cement companies as a fuel.