PAPERmaking! g FROM THE PUBLISHERS OF PAPER TECHNOLOGY Volume 2, Number 1, 2016
Suggested Solution a. Environmentally responsible organisations should attempt to minimise their waste b. Organisation policy c. Employee Awareness Program
d. Effective and Transparent Communication e. Constantly Refine the Product and Processes
Green marketing is still in its infancy and a lot of research is still to be done on green marketing to fully explore its potential. Think of a refrigerator for example. While we may have had to be convinced in the 1950s to buy a refrigerator, we would have wanted the great white box to look cool in the 1970s, but in today's uncertain world we might ask ourselves about the impact of the chlorofluorocarbons (CFCs) that our refrigerator is emitting and demand a more environmentally friendly refrigerator. So, if today's successful marketing is about appealing to personal values and delivering consumer empowerment, then surely the time is right to inject sustainable development into the marketing mix to help address some of the gritty issues currently facing our planet. Green marketing methods produce highly effective results. They apply all of the steps you need to cut costs, raise response rates and increase growth so that in the most important marketing metric we are all held accountable for-the bottom line. References 1. Fernandez RD, Bhandarkar SM (2004) Green Marketing: An Indian Perspective . 2. Mathur LK, MathurI (2000) An Analysis of the wealth effect of green marketing strategies. Journal of Business Research 50: 193-200. 3. Kilbourne WE (1998) Green Marketing A Theoretical Perspective. Journal of Marketing Management 14: 641-655. 4. Kinnear TC, Taylor JR (1973) The Effect of Ecological Concern On Brand Perception. Journal of Marketing Research 10: 191-197. 5. Ottman JA, Stafford ER, Hariman CL (2006) Avoiding Green Marketing Myopia: Ways to Improve Consumer Appeal for Environmentally Preferable Products. Environment Science and Policy for Sustainable Development 48: 22-36. 6. Chitra K (2007) In search of the Green Consumers: A perceptual study. Journal of Services Research 7: 173-191. 7. Zimmer MR, Stafford TF, Stafford MR (1994) Green Issues dimensions of environmental concern. Journal of Business Research 30: 63-74. 8. Kotler P (2000) Marketing Management - The Millennium Edition Prentice Hall of India Private Limited, New Delhi. 9. Ginsberg JM, Bloom PN (2004) Choosing the Right Green Marketing Strategy. MIT Sloan Management Journal . 10. Welling, Anupam CS (2010) Analyzing the Feasibility of Green Marketing in SME? Asia-Pacific Journal of Research in Business Management . 11. Joshi NM, Chitale AK (2009) An Investigation Of Customers Awareness With Reference To Green Marketing Of Automobiles. Indian Journal of Marketing . 12. Gurmeet Kaur (2006) Role of Socio-Demographics in segmenting and profiling green consumers: An exploratory study of consumers in India. Journal of International Consumer Marketing 18: 107-146. 13. www.wipro.com 14. www.greenenergy.wisein.org 15. www.livestrong.com 16. www.sulzon.com 17. www.economicstimes.indiatimes.com 18. Narendra, KP (2013) Successful Adoption of CNG and Emerging CNG-H2 Program in India . 19. www.greenpeace.org 20. www.greenmarketing.com 21. (2010) Green Marketing. Business Practices . 22. Lakshmi CS (2007) Turning Over a New Leaf. Indian Management .
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Article 9 – Marketing (Green Concepts)
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