GREEN MARKETING – A BRIDGE BETWEEN CONSUMERISM AND CONSERVATION
Journal Title: International Journal of Marketing and Technology - Year 2011, Vol 1, Issue 7
Abstract
The process of globalization accelerates the social responsibilities of corporate houses that have become significant aspect in today's era. The conscious efforts are being made by organizations to maximize its positive impact on the society by conserving the environment. In today’s IT world consumers are getting more and more conscious and aware about what the businesses are doing and can do to protect the environment by finding various innovative ways to the nature and also the methods they are adopting to dispose of garbage, reduce, recycle and reuse of packaging. This expectation of the society gave the birth of Green Marketing as an instrument of performing corporate social responsibility. Society looks ahead to the business to act as responsible members of the social community as well as to provide goods and services efficiently. Business has low ratings of trust in public perception. There is increasing expectation that companies will be more open, more accountable and be prepared to report publicly on their performance in social and environmental arenas. Consumers are becoming more aware of the environmental and social implications of their day-to-day consumer decisions and are therefore beginning to make purchasing decisions related to their environmental and ethical concerns CSR is the deliberate inclusion of public interest into corporate decision-making, and the honoring of a triple bottom line: people, Planet and profit. The corporate world is trying to maintain equilibrium between consumerism and conservation of nature through CSR practices.
Authors and Affiliations
Richa Arora and Nitin R. Mahankale
Keywords
Related Articles
- EP ID EP19364
- DOI -
- Views 402
- Downloads 18
A FINANCIAL ANALYSIS OF SELECTED TELECOMMUNICATION COMPANIES IN INDIA
The telecommunication plays an important role in today‟s market dynamic. In the last decade a dramatic change in the ownership structure of telecommunications companies has taken place, from public (state-owned) monopo...
AN EMPIRICAL STUDY ON THE EFFECT OF PAYMENT MECHANISM FOR PURCHASING INTENTION – THE MODERATING EFFECT OF CONSUMER INVOLVEMENT IN SELECTED PRODUCT CATEGORIES IN VADODARA
With the growth of India in terms of its per capita income, and along with that the development of infrastructure, consumers today have lot of choice in terms of shopping for products and services. The purpose of this...
OBSTACLES TO INFORMATION SYSTEM ADOPTION IN HIGHER LEARNING INSTITUTIONS (HLIS) IN DAR ES SALAAM- TANZANIA
Information system has become part of every activity in the modern times and in all organisations. The old perception about information system is fading day by day. This study is an attempt to examine the obstacles to...
Growth constraints of Small and Medium Enterprises (SMEs) at Glenview Furniture Complex (GFC) in Harare (Zimbabwe)
Small and Medium Enterprises (SMEs) are regarded as the seedbed of entrepreneurship development. The government and other support institutions are making efforts to support the growth of the sector. Despite all these e...
Importance of Cement Industry in India
Cement industry is the second most important primary and basic industry for the economic development of India, second only after iron and steel industry the cement industry is basic industry and makes an important cont...