Page 346 - DMGT408DMGT203_Marketing Management

Unit 15: Sustainable Marketing

developing economies of the fact that they, too, can have or have certain rights to protect them Notes
against deception and damage for which some marketer is responsible.

Ecological Concerns

Ecology refers to the inter-relationship between the living things on earth and their environment.
The issues concern our natural surroundings. Business managers must take deliberate steps to
minimise any damaging impact of business operations on our environment. A very important
issue today is the increasing pollution of air, water, and land with poisonous substances such as
chemicals, sewage, and garbage.
Manufacturing plants and ever increasing autos on the roads are polluting the air with carbon
monoxide and other harmful substances released in the air from burnt fuel. As a result, everybody
is forced to breathe polluted air, though in the recent past, more stringent emission standards
for autos have been laid down to control pollution caused by motor vehicles. Scientists have
reported that ozone layer that protects us from dangerous ultraviolet rays of the sun is getting
destroyed. The land is getting polluted because of industrial waste.

Green Marketing

Green marketing means developing environment friendly products and their packages to contain
the negative effects on environment. This requires conservation of natural resources and
controlling pollution. Some global and domestic companies are proactive and have taken steps
in this direction. They develop product containers that are less harmful to environment, and use
recycled materials. Todd L. Hooper and Bart T. Rocca believe that companies that perform
excellently in green marketing will benefit in developing better relations with customers,
regulating agencies, suppliers, and other firms in their industry.

Example: Samsung Refrigerator being sold in India has a prominent label, “CFC free”.
Many other products have come to market that claim to be using recycled products. Many fuel
efficient cars and appliances have been claimed. The consumers are increasingly becoming
aware about these and should prefer to buy eco-friendly products. The consumers express their
concern about environment through market behavior. Therefore, the business has to keep this
in mind when it devises its promotional campaign. The companies have to make truthful
environmental claims while marketing their products.
To be effective, green marketing programme requires top management commitment, company
environment to encourage green marketing, rewarding employees for reducing waste,
developing new environment of friendly products, and making them available to consumers at
reasonable prices.

Task State Bank of India recently became signatory to the Carbon Disclosure
Project as a part of their green marketing initiative. Find out more about
Carbon Disclosure Project and its benefits.

15.2.2 Social Responsibility Issues – Indian Scene

Consumerism in India emerged as a result of different reasons than mentioned earlier in connection
with the United States. It emerged as a reaction to adulteration, excessive prices of essential
commodities, and serious shortages of products sometimes intentionally created by producers or

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