© 2023 JETIR July 2023, Volume 10, Issue 7 www.jetir.

org (ISSN-2349-5162)

GREEN MARKETING ADOPTION BY SOME

SELECTED INDIAN FIRMS
Asst Prof. Mr. Harish Prasad Sati , Management Deptt , JBIT Dehradun, India

ABSTRACT

As the world faces escalating environmental challenges, green marketing has emerged as a crucial strategy for businesses to address
sustainability concerns and meet the changing demands of environmentally conscious consumers. This paper provides an overview of
the state of green marketing practices adopted by Indian firms and highlights the significance of their efforts in driving sustainable
development.

Indian firms, with their growing global presence and diverse market segments, have recognized the need to embrace green marketing
as a means to achieve competitive advantage and contribute to a greener future. They have embarked on various initiatives, such as
eco-friendly product development, sustainable packaging, energy-efficient manufacturing processes, and responsible waste
management. Moreover, many companies have implemented corporate social responsibility (CSR) initiatives aimed at environmenta l
conservation, promoting renewable energy, and supporting local communities.

The paper also discusses the motivations behind Indian firms' adoption of green marketing. Factors such as changing consumer
preferences, increased environmental regulations, stakeholder pressure, and long-term business sustainability have played a
significant role in driving the shift towards eco-friendly practices. Indian consumers, particularly the younger generation, are
increasingly demanding sustainable products and are willing to support companies that align with their values.

Furthermore, the paper examines the challenges faced by Indian firms in implementing effective green marketing strategies. These
challenges include high initial costs, limited consumer awareness, inadequate infrastructure for recycling and waste management, and
the need for a supportive regulatory framework. However, Indian companies are actively collaborating with stakeholders, including
government bodies, non-governmental organizations, and industry associations, to overcome these hurdles and foster a culture of
sustainability. The research paper primarily focuses on the concept, necessity, and significance of green marketing. To fully
comprehend the importance of green and sustainability management, various sources such as books, journals, websites, and
newspapers need to be utilized to gather data. The objective of the paper is to determine the essence of green marketing and how
businesses can enhance their competitiveness by implementing green marketing strategies, surpassing their competitors. It
investigates the key issues involved in adopting green marketing practices and presents an overview of the current state of the Indian
market, along with the challenges and opportunities businesses encounter in relation to green marketing. The reasons behind
companies adopting green marketing and the future prospects of this field are also explored. In conclusion, the paper suggests that
green marketing will continue to grow in both practical implementation and demand.

KEYWORDS: Green marketing , Sustainability , Recycle , Reuse

INTRODUCTION:

Green marketing, also known as environmental marketing or sustainable marketing, is an approach that focuses on promoting
products, services, and business practices that have minimal negative impact on the environment. It involves incorporating
environmental considerations into all aspects of marketing strategies, including product development, communication, distribution,
and pricing.

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The concept of green marketing emerged in response to the growing concerns over environmental degradation, climate change, and
the depletion of natural resources. Consumers are becoming more conscious of the environmental impact of their purchasing decisions
and are actively seeking products and services that align with their values of sustainability and conservation.

Green marketing aims to meet these consumer demands by offering environmentally friendly alternatives. It involves highlighting the
eco-friendly features and benefits of products, such as energy efficiency, recyclability, organic ingredients, or reduced carbon
footprint. By doing so, companies can differentiate themselves in the market, attract environmentally conscious consumers, and gain a
competitive advantage.

Implementing green marketing strategies not only benefits the environment but also provides opportunities for businesses. It can lead
to cost savings through resource conservation and efficiency improvements. Moreover, it helps build a positive brand image and
enhances customer loyalty, as consumers increasingly prefer companies that demonstrate social and environmental responsibility.

However, green marketing is not without its challenges. Companies must navigate complex regulations and standards related to
environmental claims and certifications. They need to ensure that their green marketing efforts are credible and transparent, avoiding
greenwashing – the practice of making false or exaggerated environmental claims.

Green marketing is an essential approach for businesses seeking to address environmental concerns, meet consumer expectations, and
achieve long-term sustainability. By incorporating environmental considerations into their marketing strategies, companies can
contribute to a greener future while reaping the benefits of increased customer loyalty and market competitiveness.

OBJECTIVES OF THE STUDY

1. The aim is to examine the necessity of Green marketing in India from various viewpoints.

2. To comprehend the different Green marketing practices by Indian firms.

3. To analyze the current state and future possibilities of Green marketing in India.

4. To investigate the obstacles encountered by Green marketers in India.

LITERATURE REVIEW
Green marketing has been an important academic research topic since it
came.(Coddinton.1993;Fuller;1999;Ottman,1994).Attention was drawn to the subject in the late 1970‘s when the
American Marketing Association organized the first ever workshop on ―Ecological marketing‖ in 1975 which
resulted in the first book on the subject entitled―Ecological Marketing‖ by Henion and Kinnear in 1976. Peattie
and Crane (2005) claims that despite the early development, it was only in the late 1980‘s that the idea of Green
Marketing actually made an appearance because of the consumers growing interest in green products. Green marketing was
given prominence in the late 1980s and 1990s after the proceedings of the first workshop on Ecological marketing held in
Austin, Texas (US), in 1975. Several books on green marketing began to be published thereafter. The green marketing has
evolved over a period of time. According to Peattie (2001), the evolution of green marketing has three phases. First phase
was termed as Ecological" green marketing, and during this period all marketing activities were concerned to help
environment problems and provide remedies for environmental problems. Second phase was "Environmental" green
marketing and the focus shifted on clean technology that involved designing of innovative new products, which take care
of pollution and waste issues. Third phase was "Sustainable" green marketing. It came into prominence in the late 1990s
and early 2000. During 1990s, the concern for environment increased and resulted in to increasing challenges for the
companies (Johri and Sahasakmontri, 1998). Dutta, B. (2009, January) in his article on Green Marketing titled Sustainable
Green Marketing. Ottman, J. (1993). Green marketing: Challenges and opportunities for the new marketing age. Journal of
Public Policy & Marketing, 12(1), 19-40. This study by Jacquelyn Ottman explores the challenges and opportunities
presented by green marketing in the context of evolving consumer attitudes and environmental concerns. It discusses the
strategies and implications for businesses engaging in green marketing practices. Polonsky, M. J. (1994). An introduction
to green marketing. Electronic Green Journal, 1(2), 1-8. Michael J. Polonsky provides an introduction to green marketing,
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highlighting the concept, significance, and potential of green marketing. The study discusses the emergence of green
consumerism and the role of marketing in promoting environmentally friendly products. Peattie, S. (2001). Golden goose
or wild goose? The hunt for the green consumer. Business Strategy and the Environment, 10(4), 187-199. This study by
Susan Peattie investigates the concept of the "green consumer" and their role in driving green marketing initiatives. It
explores the challenges and opportunities for businesses in targeting and effectively engaging with environmentally
conscious consumers.

Present scenario of Green Marketing in India

The present situation of green marketing in India reflects a growing awareness and adoption of sustainable practices. With
increasing concerns about environmental degradation, climate change, and resource depletion, businesses and consumers are
showing a greater interest in environmentally friendly products and services.
Several factors contribute to the current scenario of green marketing in India. Firstly, the government has implemented policies
and regulations to promote sustainability and reduce environmental impact. Initiatives such as the National Action Plan on
Climate Change, the Swachh Bharat Abhiyan (Clean India Campaign), and the promotion of renewable energy sources have
created a favorable environment for green marketing practices.
Additionally, there is a rising consumer demand for eco-friendly products. Indian consumers are becoming more conscious of the
environmental impact of their choices and are actively seeking sustainable alternatives. This shift in consumer behavior has
encouraged businesses to incorporate green marketing strategies into their operations.
Several industries in India have embraced green marketing practices. The renewable energy sector, including solar and wind
power, has witnessed significant growth with government support and favorable policies. The automobile industry is also making
strides in green marketing by introducing electric and hybrid vehicles.
However, despite the positive developments, there are challenges that green marketers in India face. Limited consumer awareness
and perception of higher costs associated with green products can hinder their widespread adoption. Lack of standardized
certifications and regulations for green products and services can also create confusion among consumers and businesses.
Nevertheless, the current scenario of green marketing in India shows promise. Businesses are increasingly recognizing the
importance of sustainability, and consumers are actively seeking environmentally friendly options. With continued government
support, awareness campaigns, and industry initiatives, green marketing is expected to grow further and contribute to a more
sustainable future in India.
Green marketing initiative by Tata Group :
One of the prominent companies at the forefront of adopting green marketing practices in India is Tata Group. Tata Group is a
diversified conglomerate with businesses spanning various sectors, including automotive, steel, energy, hospitality, and consumer
goods. The company has made significant efforts to incorporate sustainability and environmental considerations into its operations
and marketing strategies.
Tata Group has established itself as a leader in green initiatives through various initiatives and product offerings. Tata Motors, the
automotive division of Tata Group, introduced electric vehicles like the Tata Nexon EV, contributing to the promotion of
sustainable transportation in India. Additionally, Tata Power, the energy arm of Tata Group, has been investing in renewable
energy sources such as wind and solar power, aiming to reduce carbon emissions and promote clean energy generation.
The group's commitment to green marketing is not limited to specific industries. Tata Chemicals, for example, focuses on
sustainable agricultural practices and offers eco-friendly products like organic fertilizers and crop protection solutions. Tata
Housing, the real estate arm of Tata Group, incorporates sustainable building practices and designs energy-efficient homes.
Apart from its product offerings, Tata Group actively communicates its green initiatives and sustainability efforts to consumers
through various marketing channels. The company emphasizes the environmental benefits and features of its products, aiming to
create awareness and drive consumer demand for greener alternatives.

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Tata Group's commitment to green marketing goes beyond individual business units. The company has a dedicated sustainability
team that works on implementing environmental best practices across its operations, supply chains, and stakeholder engagements.
It also publishes sustainability reports to transparently communicate its progress and goals in achieving a sustainable future.
Overall, Tata Group stands out as a leading company in India that has embraced green marketing practices across multiple sectors.
Through its innovative products, sustainable operations, and effective communication strategies, Tata Group continues to inspire
other businesses in India to adopt and promote green marketing practices.
Green marketing initiative by Mahindra &Mahindra :
Mahindra & Mahindra (M&M), a prominent automobile manufacturer in India, has undertaken several green marketing initiatives
to promote sustainable transportation and reduce environmental impact. Some notable initiatives by Mahindra & Mahindra
include:
1. Electric Vehicles (EVs): M&M has been a pioneer in the electric vehicle segment in India. They have introduced electric
cars, such as the Mahindra e2o and eVerito, which run on clean energy and have zero tailpipe emissions. These EVs
contribute to reducing air pollution and carbon emissions, promoting a greener and more sustainable transportation
ecosystem.
2. Sustainability Initiatives: Mahindra & Mahindra has integrated sustainability into its business practices. They focus on
resource conservation, waste reduction, and energy efficiency across their manufacturing facilities. The company actively
seeks ways to minimize the environmental impact of their operations and promote a sustainable approach.
3. Renewable Energy Adoption: M&M has made strides in renewable energy adoption. They have invested in solar power
generation, setting up solar photovoltaic plants at their manufacturing facilities. By utilizing clean energy sources, they
reduce their reliance on fossil fuels and contribute to India's renewable energy goals.
4. Green Supply Chain: Mahindra & Mahindra places emphasis on promoting sustainability within its supply chain. They
work closely with suppliers to encourage environmentally responsible practices, such as waste reduction, water
conservation, and energy efficiency. This collaborative approach helps extend the scope of their green initiatives beyond
their own operations.
5. Green Marketing Campaigns: Mahindra & Mahindra actively promotes its electric vehicles and other sustainable products
through green marketing campaigns. They highlight the environmental benefits of their electric cars, such as reduced
carbon emissions and lower dependence on fossil fuels. These marketing efforts aim to raise awareness and drive consumer
adoption of eco-friendly transportation options.
Through these initiatives, Mahindra & Mahindra demonstrates its commitment to sustainability and green marketing. By offering
electric vehicles and integrating environmentally responsible practices into their operations, they contribute to a cleaner and more
sustainable future in the automotive industry.
Green marketing initiative by Godrej Industries :
Godrej Industries Limited, a diversified conglomerate in India, has implemented various green marketing initiatives to promote
sustainability and reduce environmental impact. Some notable initiatives by Godrej Industries include:
1. Green Product Portfolio: Godrej Industries has developed a range of eco-friendly and sustainable products across different
sectors. For example, they offer biodegradable soaps, detergents, and cleaning products that minimize environmental harm
and reduce water pollution. These products provide consumers with greener alternatives and promote sustainable living.
2. Sustainable Packaging: Godrej Industries focuses on sustainable packaging solutions. They actively work to reduce
packaging waste, promote recyclable materials, and minimize the use of single-use plastics. By adopting sustainable
packaging practices, they contribute to reducing plastic pollution and resource consumption.
3. Waste Management: The company has implemented waste management practices to minimize waste generation and
promote recycling. They have invested in waste treatment facilities and initiatives to effectively manage and recycle waste
materials across their operations. By prioritizing waste reduction and recycling, Godrej Industries reduces their

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environmental footprint and supports a circular economy.
4. Energy Efficiency: Godrej Industries emphasizes energy efficiency in its manufacturing processes and operations. They
continuously invest in energy-efficient technologies, equipment, and infrastructure to reduce energy consumption and
carbon emissions. By optimizing energy usage, they contribute to mitigating climate change and promote sustainable
energy practices.
5. Biodiversity Conservation: Godrej Industries actively participates in biodiversity conservation initiatives. They focus on
preserving and protecting natural habitats, including forests and wetlands. By engaging in reforestation projects, wildlife
conservation efforts, and sustainable land management practices, they demonstrate their commitment to biodiversity
conservation.
6. Green Communication and Awareness: Godrej Industries actively communicates its green initiatives and sustainability
efforts to consumers. Through marketing campaigns, social media engagement, and public outreach programs, they raise
awareness about the importance of sustainable living and encourage environmentally responsible choices among
consumers.
Through these initiatives, Godrej Industries showcases its dedication to green marketing and sustainability. By offering sustainable
products, implementing eco-friendly practices, and promoting environmental awareness, they contribute to a greener and more
sustainable future in India.

Green marketing initiative by ITC Limited :

ITC Limited, a diversified conglomerate in India, has implemented various green marketing initiatives to promote sustainability
and environmental stewardship. Some notable initiatives by ITC Limited include:
1. Environmental Responsibility: ITC Limited has made significant efforts to minimize its environmental impact. They have
set ambitious sustainability goals, focusing on reducing carbon emissions, conserving water, and minimizing waste
generation across their operations. Through efficient resource management and innovative technologies, they strive to
operate in an environmentally responsible manner.
2. Sustainable Agriculture: ITC Limited is actively involved in promoting sustainable agricultural practices. They work
closely with farmers and communities to encourage the adoption of eco-friendly farming techniques, such as organic
farming, integrated pest management, and water-efficient irrigation methods. These initiatives aim to enhance agricultural
productivity while preserving soil health and biodiversity.
3. Paper Sourcing and Recycling: As a leading player in the paper and packaging industry, ITC Limited emphasizes
responsible sourcing of forest-based raw materials. They promote sustainable forestry practices and engage in afforestation
programs to ensure a healthy and sustainable supply of wood fiber. Additionally, ITC Limited actively encourages paper
recycling and promotes the use of recycled paper across their products.
4. Renewable Energy: ITC Limited has made significant investments in renewable energy sources. They have set up wind
power projects and solar photovoltaic installations to harness clean energy. By reducing reliance on fossil fuels and
promoting renewable energy generation, they contribute to mitigating climate change and reducing greenhouse gas
emissions.
5. Social and Community Development: ITC Limited's green marketing initiatives go beyond environmental aspects. They
focus on community development, engaging with local communities and supporting socio-economic initiatives. This
includes promoting sustainable livelihoods, education, healthcare, and women's empowerment programs, contributing to
holistic and sustainable development.
6. Green Product Offerings: ITC Limited offers a range of green products across sectors. For instance, their ITC e-Choupal
initiative promotes sustainable and digitally enabled agriculture practices. They also have a portfolio of eco-friendly and
socially responsible consumer products, such as natural personal care products and organic food offerings.

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Through these initiatives, ITC Limited showcases its commitment to green marketing and sustainability. By integrating
environmental and social considerations into their business practices, they contribute to a more sustainable future and promote
responsible consumption and production in India.
SUGGESTIONS:
Green marketing, also known as sustainable marketing or eco-marketing, focuses on promoting products and services that have
environmental benefits. It involves highlighting a company's commitment to sustainability and appealing to environmentally
conscious consumers. Here are some suggestions for implementing green marketing strategies:
1. Understand your audience: Conduct market research to identify your target audience's environmental values, preferences,
and purchasing behaviors. This knowledge will help you tailor your green marketing messages effectively.
2. Highlight environmental benefits: Clearly communicate the environmental advantages of your products or services.
Emphasize energy efficiency, reduced carbon emissions, use of sustainable materials, recycling initiatives, or any other
eco-friendly features that set your offerings apart.
3. Be transparent and authentic: Green marketing requires transparency and authenticity. Ensure that your environmental
claims are accurate and verifiable, as consumers are increasingly skeptical of greenwashing. Provide evidence such as
certifications, third-party audits, or lifecycle assessments to support your claims.
4. Educate consumers: Green marketing is not just about selling products; it's also about educating consumers on sustainable
practices. Share tips, guides, and educational content to help consumers make informed choices and adopt more sustainable
lifestyles.
5. Packaging and labeling: Use eco-friendly packaging materials and clearly communicate their recyclability or
biodegradability. Incorporate eco-labels or certifications, such as the Forest Stewardship Council (FSC) logo or the Energy
Star label, to reinforce your commitment to sustainability.
6. Collaborate with eco-conscious partners: Partner with like-minded organizations, suppliers, or nonprofits to strengthen
your green marketing initiatives. Collaborative efforts can amplify your message and help you reach a wider audience.
7. Corporate social responsibility (CSR): Integrate environmental sustainability into your company's overall CSR strategy.
Engage in environmentally responsible practices, such as waste reduction, energy conservation, and community clean-up
initiatives. Highlight these efforts in your marketing campaigns.
8. Leverage digital platforms: Utilize social media, blogs, and other digital channels to raise awareness about your green
initiatives. Share stories, testimonials, and behind-the-scenes content to engage your audience and showcase your
commitment to sustainability.
9. Incentivize sustainable behaviors: Encourage eco-friendly consumer actions by offering incentives such as discounts for
recycling, rewards for sustainable purchases, or donations to environmental causes for each product sold.
10. Measure and communicate impact: Track and measure the environmental impact of your products, services, and green
initiatives. Share your progress and achievements with your audience to foster trust and loyalty.
Green marketing is an ongoing process, and it requires continuous improvement and adaptation to stay relevant in a rapidly
evolving market. By adopting sustainable practices and effectively communicating your commitment to the environment, you can
build a strong brand image and attract environmentally conscious consumers.
CONCLUSION:
Overall, Indian companies are increasingly embracing green marketing initiatives to showcase their commitment to sustainability,
meet regulatory requirements, and respond to consumer demand for environmentally friendly products and services. By adopting
sustainable practices and effectively communicating their green efforts, these companies can enhance their brand reputation,
attract eco-conscious consumers, and contribute to a greener and more sustainable future.

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