Green Marketing- As a Tool of Corporate Social Responsibilities


Javed Alam Sheikh
Sr. Lecturer
Ghanshyam Binani Academy of Management Sciences


Society expects business to act as responsible members of the social community as well as to provide goods and services efficiently *. By this the social responsibilities of any corporate houses has became an important aspects of today's era, in which the conscious efforts are being made by an organization to maximize its positive impact and minimize its negative impact on society as well as a whole and on various groups and individuals within society. Business is marketing and vice versa forcing corporate to go for social responsible activities in which it produces products and render services for exchanging for money by which needs of man can be fulfilled and the needs of the society can also be looked after.

In this situation when the consumers are becoming more concerned about what they as well as business firms can do to protect the environment and the majority of society wants to help firms clean up the air, water and land. They also must go for finding the new ways to dispose of garbage, recycle and reuse of packaging. This expectation of the society gave the birth of Green Marketing as a tool of performing corporate social responsibility.

Green Marketing:

The marketing principle which is an initiative towards environment protection by obtaining ecological balance .It refers to a broader marketing concept wherein the production, marketing, consumption and disposal of products and services happen in a manner that is less detrimental to the environment.

According to American marketing association AMA, Green Marketing consists of all   activities designed to generate and any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment."

Reasons For Going To Green Marketing:

* Maintaining the ecological balance.
* Maintaining the environment eco friendly.
* Increasing awareness of consumers towards their planet.
* Better utilization of natural resources.
* Performing the social responsibility.

Differences Between Traditional Marketing and Green Marketing:

Traditional Marketing

Green Marketing

  • Starts with the identification of needs of their target customers.
  • Customers need is at center point for decision making.
  • Self centered approach with short term orientation and without giving the attention to environment.
  • Starts with the identification of the needs of their target customers.
  • Environment needs is at the center point for decision making.
  • Social cost benefit approach with long term orientation and giving importance to environment.
  • Development of product as per their needs, delivering and providing the after sales services.
  • Development of product by analyzing ecological compatibility of the product, its raw material. packaging and reuses etc.
  • With a aim of achieving satisfied customers.
  • Practicing is good for company as well as customers.
  • Customer satisfaction in an environment friendly way.
  • Remedy for mitigating climate change and global warming.
  • Practicing is good for mankind as well as environment.
  • Remain with satisfied customers.
  • Remain with satisfied eco-friendly customers.

Corporates Initiatives For Green Marketing As Social Responsibilities:

1. Broadcaster New Delhi Television Ltd , or NDTV, in partnership with car maker Toyota Kirloskar Motor Pvt. Ltd launched Greenathon on 7 February—a 24-hour live television event to create awareness about environmental issues.

2. Reva Electric Car Co. developing a market for electric cars and thereby a sustainable business—firms are gearing up to bring about a change in the way their businesses and products are perceived.

3. Panasonic Corp. is working out a go-to-schools interactive campaign to spread awareness among students on global warming and other environmental issues, to begin with.

4. Nokia India Pvt. Ltd has launched a campaign to recycle electronic waste. Consumers are encouraged to dump old mobile phones and accessories, irrespective of brand, at any of the 1,300 green recycling bins at Nokia priority dealers and Nokia care centres.

5. Henkel India Ltd launched "eco-learn"—a learning initiative to inculcate environmental concern and sustainability.

6. Hindustan Unilever Ltd's, or HUL's, Surf Excel Quick Wash talked about how housewives could save two buckets of water while using premium detergent powder to wash clothes.

7. Reckitt Benckiser Group Plc. has launched a global campaign Our Home Our Planet to help consumers save money and minimize their carbon footprint as part of its Carbon 20 programme.

Source :  Changing perceptions Marketing tactics take on a green hue


As it is a new concept and being in initial stage so a lot of efforts are needed to explore the new ways of producing, delivering, disposing and satisfying the human needs with lesser detrimental to environment. Apart from these there is also a need to create awareness among the customers to make green marketing work as well as to make a difference by being environment friendly. In the last Green Marketing is being treated as a new means of corporate social responsibilities.

Refrences :

*   Keith Davis and W.C Fredric, Business and Society:Management, Public Policy and Ethics, 5ed. (NewYork:Mc Graw Hill,1984) pp.41-42.
* Shrotriya.Vikas , Green Marketing- A Perspective, Marketing Mastermind July 2008. pp.13-15.
* Karpagam.BA , Green Marketing- New Hopes and Challenges,  Marketing Mastermind March 2008. pp 31-34
* Dutta Bholanath , Sustainable Green Marketing -The New Imperative, Marketing Mastermind January 2009. Pp23-26.

Javed Alam Sheikh
Sr. Lecturer
Ghanshyam Binani Academy of Management Sciences

Source: E-mail February 9, 2011


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