Prof K S Chandrasekar
From 5th of June to 16th of June 1972, the first world environment conference was held at Stockholm, Sweden. The slogan of the conference was “Only one Earth”. By 2022, we celebrated World environment day on 5th of June and will be celebrated every year on that date. Governments time and again have banned plastics. It can be noted that plastic toothbrushes can last for 400 years to degrade into environment. It is hence a choice among people to leave the best for the next generation. If the customers decide to refuse plastics, onedoesn’t need to reduce, rethink, reuse, repair, repurpose or recycle it. Once promoted as the solution to our ever-growing needs, recycling today is a crumbling industry with a single-digit success rate.Green Marketing can be a solace. It is a holistic marketing concept wherein the production, marketing, consumption and disposal of products and services happen in a manner that is less detrimental to the environment, with growing awareness about the implications of global warming, non-biodegradable solid waste, harmful impact of pollutants, etc. Both marketers and consumers are becoming increasingly sensitive to the need for switching over to Green products and services. Green marketing is the process of developing products and services and promoting them to satisfy the customers who prefer products of good quality, performance and convenience at affordable cost, which at the same time do not have a detrimental impact on the environment. It includes a broad range of activities like product design and development, product modification, changing the production process, modified advertising, change in packaging, and change in the style of consumption and change in the attitude after consumption, etc., aimed at reducing the detrimental impact of products, their consumption and disposal, on the environment. Many global players in diverse businesses are now successfully implementing Green marketing practices. Today, many companies have accepted their responsibility not to harm the environment. So, products and production processes become cleaner, and more companies go green because they realize that they can reduce pollution and keep the natural environment more green at the same time. Green marketing is a creative opportunity to innovate in ways that make a difference and at the same time achieve business success by designing and modifying the products in a way totally suitable to nature. As business activities caused many of the environmental problems in the past and still do, there is increasing recognition that Green business is vital in the process of a more ecological, sustainable society. Companies, especially multinationals, play an essential role in the world economy, and they have also the resources and capacity to put ecological solutions into practice. Companies have a responsibility to drive development towards greater sustainability and becoming greener, so that a company’s aim is to create markets for more environmentally friendly products and services and educate and influence customers to change their Black Behaviour into Green Behaviour.
At least two motives for companies to change to more environmentally appropriate strategies and practices are protecting the environment and creating a Green market for the Green customers. Companies can save money by reducing the amount of raw material and energy used in production. Becoming more eco-oriented and offering environment-friendly products might result in increased market shares as well as an improved company’s Green orientation towards environment and thus, companies gaining first-mover advantages in greening should become more competitive. This first-mover advantage, however, is not sufficient anymore as more companies orient themselves ecologically and customers can choose from a variety of eco-designed products. Thus, Green marketing incorporates a broad range of activities, including product modification, changes in the production process, packaging and modifying advertising. According to the World Commission on Environmental Development (1978), Sustainable Development is “meeting the needs of the present without compromising the ability of the future generations to meet their own needs”. The common theme, throughout this strategy of sustainable development, is the need to integrate economic and ecological considerations in decision making by making policies that conserve the quality of Green environment through its protection. This is what the product of Green marketing is, environmental protection by Green production by Green operations, distribution and consumption for the present and the future generation. The development of eco- products through energy- efficient operations, better pollution controls, use of Green technology in production, reduction in hazardous emissions and effluents from production process are also part of Green marketing, which also lead to sustainable development. Green marketing is a tool for protecting the environment for the future generation. The obvious assumption of Green marketing is that potential consumers will see in the ‘green’ product an additional benefit and they will adjust their purchasing decisions accordingly.A research study indicates that marketers also have the responsibility to make the stakeholders aware of the need and the advantages of Green products. The Green marketers will have full support from the Government, and the consumers also will not mind paying more for a cleaner and greener environment.
In one of the studies conducted by the author found that there are green customers who are socially responsible, ethically and culturally creative, and/or environmentally responsible. They consistently and primarily discriminate against product purchases in favor of the environment. In choosing a particular brand, these customers take sustainability into account by seeking out Green products or products with eco-friendly design. The Green customer is someone who voluntarily engages in Green consumption practices that are regarded as environmentally friendly. Consumers whose purchase Behaviour is influenced by environmental concerns will be considered as Green consumers.
Automobile industry is one which requires us to follow the green protocols.The automotive industry globally, including in India, are advised to adopt sustainable practices due to environmental concerns. The United Nations Sustainable Development Goals (SDGs), particularly SDG 9 (Industry, Innovation and Infrastructure), SDG 12 (Responsible Consumption and Production), and SDG 13 (Climate Action), are key drivers for this shift towards new materials in automotive manufacturing.Toyota, Maruti introducing hybrid cars is one such example. Stricter pollution regulations and incentives for electric cars are two ways the Indian government is aggressively encouraging changing the habits of consumers and ensuring more electric vehicles are on roads by supporting the industry.
Paper is one of the most environmentally sustainable products on the Earth; It is biodegradable, bio-compostable, and one of the most recycled products of the planet.Recycling is a key component for the paper industry creating an economically viable and sustainable model for circular economy.West Coast Paper Mills adopted the clonal technology for their tree improvement strategy to make more effective use of the land. Seshasayee Paper and Boards Limited introduced innovative Lift Irrigation Scheme used in its Erode unit where the company treated its wastewater, and the treated water is used to irrigate nearly 2140 acres of land in which local farmers grow sugar cane and tree crops like Casuarina and Eucalyptus. This innovative irrigation scheme has caught the attention of overseas experts and UNDP,which was praised for the commendable water conservation system but a circular model of sustainability.
India was once a food-scarce nation and has undergone various famines in history, but India has come a long way and is now a food-surplus country. India is now feeding its people efficiently as well, and its exports to other countries are increasing day by day. Indian cuisine solely relies on locally sourced ingredients, encouraging consumption of seasonal produce, which reduces the carbon footprint associated with transportation. Food packaging is the only area that requires plastics to come out and use organic materials.McDonald’s restaurant’s napkins, bags are made of recycled paper. Coca-Cola pumped syrup directly from tank instead of plastic which saved 68 million pounds/year.Gradually, food industries are switching their delivery fleet to EVs and reducing their dependency on fuel-based vehicles. Various food companies are working on their cold chain infrastructure, they are working on developing robust cold storage and transportation networks, ensuring that perishable foods reach consumers without spoilage. Barauni refinery of IOC is taking steps for restricting air & water pollutants. Nokia was recycling its old worn-out handsets donated by customers. Suzlon Energymanufactures and markets wind turbines, which provide an alternative source of energy based on wind power. This green initiative taken by the company is extremely important for reducing the carbon footprint.
However, there are challenges like green products requiring renewable and recyclable material, which is costly, requires technology, which requires huge investment in R&D, majority of the people are not aware of green products, and their uses and majority of the consumers are not willing to pay a premium for green products.Companies hence should not neglect the economic aspect of marketing. Firms alone cannot lead the green campaign revolution. It is up to the customers to demand the same for the benefit of the future generations. The great Bhagavad-Gita states that “Nature works under divine supervision. Though the environment is not ours, it is still ours to make”.
(The author is Vice Chancellor, Cluster University of Jammu)