An environmental marketing system – a proposed model based on Indian experience

Abstract

This paper is based on a study conducted in India on venvironmental marketing practices of Indian companies. The study was set in the backdrop of a new environmentalfriendly culture in India in the early 1990s, primarily due to the complex environmental problems encountered in different parts of the country. The increased awareness and interest shown by Indian companies in respect of environmental management and marketing was evident in the sharp increase of ISO14001 certifi ed companies in the country. However, an important question at this context was how effectively Indian companies were practicing environmental marketing for the benefi t of their customers and other stakeholders. The present paper is an attempt to trace the extent and nature of environmental marketing practice in india and to propose a model for guiding the practice.

How green marketing works: Practices, materialities, and images

“…In contrast to most managerially oriented green marketing research, this analysis demonstrates that green marketing is not a linear, rational, easily managed undertaking, as managerial green marketing studies imply (see, e.g., Iles, 2008;Nair & Menon, 2008;Unruh & Ettenson, 2010), but rather a complex, practice-based, socio-material, performative endeavour. Seen from this perspective, green marketing is not primarily about finding the elusive green (or ethical) consumers and developing a product offer that fits their values/attitudes, as we are told by managerially oriented green marketing studies (e.g., Chamorro et al, 2009;McEachern & Willock, 2004;Tsakiridou et al, 2008).…”

Lean, green and resilient practices influence on supply chain performance: interpretive structural modeling approach

“…It is expected that the application of environmentally friendly packaging initiatives will reduce environmental costs and business waste (Huang and Matthews 2008) while improving customer satisfaction (Nair and Menon 2008) Resilient Strategic stock It is used as buffers between demand fluctuating and/or product variety and smooth production output (Naylor et al 1999). It increases materials availability reducing the stock-out ratio and improvements in service level are expected (Jeffery et al 2008) Operational cost It is related to the expenses of running a business; it includes production costs, transportation costs and inventory holding costs, among others.…”

Marketing and Environmental Sustainability in the Sport Sector: Developing a Research Agenda for Action

“…Further, communication was promoted as key in environmental marketing, along with education (Andrews & deVault, 2009;Nair & Menon, 2008). Saha and Darnton (2005) stated that "actual behavior is very much behind awareness" (p. 152) and the researchers of this study surmise that that this may stem from the lack of understanding concerning the complexities of who, what, and how to incorporate ES within marketing.…”

“…Examples included, the consumer profile (Fraj & Martinez, 2006;Ginsberg & Bloom, 2004;Rowlands, Scott & Parket, 2003), consumer influences of purchase choices (Lindgreen et al, 2009), geographical attitudes/perspectives (Christensen et al, 2007;Cleveland et al, 2005;Dougall, 2005;Lindell & Karagozoglu, 2001;Miles & Covin, 2000;Nair & Menon, 2008;Yin & Ma, 2009), consumer consumption logic (Iyer, 1999), and consumer ethical perspectives and limitations (Meriläinen, Moisander & Pesonen, 2000). The literature, thus, encompassed multiple understandings concerning the consumer.…”

“…The awareness theme and sub-themes involved awareness levels (Bortree, 2009;Nair & Menon, 2008;Pedersen & Neergaard, 2006), geographical influences on awareness (Nair & Menon, 2008), the link between awareness and environmental justice (Oyewole, 2001), awareness of environmental labels (Grankvist, et al, 2004;Pederson & Neergaard, 2006;Sammer and Wűstenhagen, 2006), and the importance of ES education (Andrews & DeVault, 2009;Iles, 2008;Kilbourne & Carlson, 2008). Further, communication was promoted as key in environmental marketing, along with education (Andrews & deVault, 2009;Nair & Menon, 2008).…”