Green Marketing

GREEN MARKETING-

A CHANGING CONCEPT IN CHANGING TIME.

-: Prof. Moloy Ghoshal (This research paper titled, has already been published by GHS-IMR, Kanpur for it’s esteemed management journal “IMR-Mgt- Speak., Vol 2, No-1,Jan-June 2008” issue. )

Abstract: Although environmental issues has influenced all activities but very few academic disciplines have inculcated green issues into their literature. Even till dated it has not been inculcated a must be taught subject in all most all management and related higher education level but one business area where environment issues have received a great deal of importance is marketing. Smart business houses have accepted green marketing as a part of their strategy. Though our understanding about green marketing still in the stage of infancy, in this paper the author is trying to identify key ideas in relation to promote green product that may be most relevant to both scholars and the practitioners of green marketing. This paper will attempt to introduce – the terms and concept of green-marketing; about the importance of green marketing; examine some reasons that make the organizations interested to adopt green marketing philosophy; it also highlights some problems that organization may face to implement green marketing and it’s managerial implications along with few case points. Last but not the least the paper “Green Marketing – A Changing Concept In Changing Times”, is a conceptual paper on green marketing, which is an emerging area of interest. There is a need of paradigm shift in the way the

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management institutes and business- houses think about their role in attaining sustainable development.

1. Introduction 1.1 What is Green Marketing? Environmental issues have gained importance in business as well as in public life through out the world. It is not like that a few leaders of different countries or few big renowned business houses are concerned about the day to day deterioration of oxygen level in our atmosphere but every common citizen of our country and the world is concerned about this common threat of global warming. So in this scenario of global concern, corporate houses has taken green-marketing as a part of their strategy to promote products by employing environmental claims either about their attributes or about the systems, policies and processes of the firms that manufacture or sell them. Clearly green marketing is part and parcel of over all corporate strategy; along with manipulating the traditional marketing mix(product, price, promotion and place) , it require an understanding of public policy process. So we can say green marketing covers a broad range of activities. Different writers has given different definition about green marketing which tried to cover all major components of green marketing According to Polonsky(1994)- green or environmental marketing consists of all activities, designed to generate and facilitate any exchange indented to satisfy human needs and wants, such that the satisfaction of these needs and wants occur with minimum detrimental impact on the natural environment.

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Mintu and Lozada(1993) defined green marketing as the application of marketing tools to facilitate exchanges that satisfy organizational and individual goals in such a way that the preservation, protection and conservation of the physical environment is upheld”. According to Stanton and Futrell(1987)-all activities designed to generate and facilitate any exchanges intended to satisfy human needs and wants; therefore it ensures that the interest of the organization and all it consumers are protected, as voluntary exchange will not take place unless the buyers and sellers are mutually benefited. The definition also includes the protection of natural environment by attempting to minimize the detrimental impact, this exchange has on the environment. This second point is very important for human consumption by its very nature is destructive to the natural environment. To be more accurate products making green claims should state they are “ less environmentally harmful” rather than “ environmental friendly.” Thus green marketing should look at minimizing environmental harm, not necessarily eliminating it. The industrial houses has recognised that the entire system of production and consumption determines environmental quality. Environmental impacts are a function of the way services are provided and the way goods are produced, delivered, used and disposed off. Production and consumption are considered together because gains made by controlling, reducing or minimizing pollution from production can be soon overshadowed by the impacts from concurrent increases in the scale of demand for those services and goods from growing consumer base.

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So we can see that green marketing encompasses a broad range of activities including product modification, change to production process, packaging change as well as modifying advertising.

1.2 Importance Of Green Marketing: Since early 1990s, a major concern on ecological impact of industrial house on environment has been surfaced on marketplace. Not only the relation between human, organization and natural environment being redefined ,but the implication thereof are being interpreted; because of these, new perceptions are being formed or re-evaluated on issues like environmental friendly products, recycle ability, waste-reduction, the cost associated with pollution and the price value relationship of environmentalism. Pressure from various stakeholders, Govt., environmentalists, NGOs, consumers is placed on businesses, which in turn keeps them under constant and relentless watch in their daily operations. A direct result can be seen in developed and developing countries where Govt. became more strict in imposing regulations to protect environment; at the same time, the consumers of these countries are being more and more outspoken regarding their needs for environmentally friendly products, even though questions remain on their willingness to pay a higher premium for such products! So in this era where consumers determine the fate of a company, green marketing imparts a proactive strategy for these companies to cater the market by imparting naturefriendly products/ services which otherwise reduce or minimize any detrimental impact on environment.

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A green- marketing approach in the product area promotes the integration of environmental issues into all aspects of the corporate activities; from strategy formulation, planning, re-engineering in production process and dealing with consumers. So to remain competitive within the challenge thrown by the environment protectionists , the companies will have to find answer through their marketing strategies, product& service redesign, customer handling etc. in this endeavour the companies may go for new technologies for handling waste, sewage and air pollution; it can go for product standardization to ensure environmentally safe products; by providing truly natural products. In this regard the companies should be concerned with what happens to a product during and after its useful life. Companies may manifest this concern through experimentation with ways to reassess and redesign the product life stages. Life cycle reassessment focuses on environmental consideration in product development and design, including energy and material inputs and out-puts in production, consumption and disposal of products. We would than be able to manage the life stages of a product in an environmental friendly and eco- efficient manner. Eco-efficient refers to the proper thinking for the use or consumption of natural resource so that nature is afforded an opportunity to renew itself.

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The life stage of product would include the following: Stage- I

Stage-II

Stage-III

Stage-IV

Development stage: traditionally characterized as the acquisition of raw materials, component parts, and subassemblies. The alternative approach advocated here encourage manufacturer to check the environmental programs of suppliers, to require minimal packaging of inputs, and to consider sources of materials that could be easily replenished or are recyclable. Production stage: manufacturing companies are encourage to reduce emission, toxicity and waste , and to conserve water and energy. They are also encourage to seek and develop alternative uses for waste products, to revise the manufacturing process, to minimize waste generation, to minimize energy use or to attempt to find alternative sources of energy. Consumption stage: minimization of packaging, conservation of energy and minimization of waste from product maintenance and service are strongly urged. The final stage of a product is its disposal, green marketing introduce the concepts of reuse and recyclability, in addition to the concept of waste reduction.

Table-I Thus the mammoth like challenge of green marketing is to meet the unlimited wants of consumers within the constraint of limited resources by introducing modern management tools like TQM, 6-Sigma, 4Rs(Reduce, Reuse, Recycle, Recovery) principles in production processes of companies. Currently our concern is with the total yield of production and product marketing processes including waste and pollution.

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1.3 The change in managerial perspective: Traditional Marketing

vs

Green Marketing

Criteria/Goals: 1. Customer satisfaction 2.Orgnisational goal

1.Customer satisfaction, 2.Orgnisational goal, 3. Eco-system compatibility.

Decision making frame of reference 1.Immediate channel network 2.Fragmented thinking 3.Non-boundary spanning 4 Short term orientation.

Philosophical Basis: 1. Anthropocentric 2. Ecosystem an open sink.

1.*PSLC: cradle to grave, 2. Integrated thinking, 3. Boundary spanning, 4. Long term orientation.

1. Bio-centric, 2. Ecosystem physical limiting factor; eco cost must be paid.

Ecological accountability/responsibility 1. Limited product risk 2. Local/regional/national 3. No/underpaid ecological costs 4. Individual organization alone is responsible 5. A public sector responsibility General tools/ approaches: 1.Use planning to minimize the cost of local waste disposal. 2. Re-active approach to waste management 3. Iso-located department functions 4. Focus on industrial function 5. TQM 6.Use of strategic alliances to accomplish traditional goals 7.Focus on tangible goods,

1. Product risk, 2.Global/international, 3. Full accounting of ecological cost, 4. PSLC members are mutually responsible, 5.Both PSU & private sector.

1.Use PLC assessment & environmental audits, 2. Pro-active approach, 3. Use of cross functional team, 4. Focus on processes, 5. Total Quality Environmental Mgt, 6.Use of strategic alliances to accomplish sustainable goals, 7. Focus on “products as services”.

Source: ‘Marketing Management’ by Dr.Rajan Saxena, pg no 657, 1st edition, Tata-Mc Grow-Hill Pub. Co. Ltd, New-Delhi. *PSLC: Product System Life Cycle.

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2. Why Are Firms Using Green Marketing? Firms may choose to green their systems, policies and products due to economic and noneconomic pressures from their consumers, business partners, regulators, citizen groups and other stakeholders(non market environment).some other reasons may includes: #1.Some scholar claim that green policies/products are profitable: green policies can reduce costs; green firms can shape future regulations and reap first mover advantage. #2. Now a days firms are becoming more concerned about their social responsibilities (S.R). They have taken S.R as a good strategic move to build up an image in the heart of consumers. Even the socially responsible firms are getting leverage, whenever they intend to enter into foreign countries. There are example of firms like ITC, HLL(Surfexcel) who are heavily promoting them as an environmentally concerned firms, where as there is example of firms who are working in this direction in a silence manner like cocacola, who have invested corers of money in various recycling activities, as well as having modified their packaging to minimize it’s environmental impact. While being concerned about the environment coke has not use their concern as a marketing tool. Another big organization who is also working in this field without claiming any credit is Walt Disney World (WDW). So we can see that firms in this situation have taken two perspectives: (1) they are using green marketing as marketing tool; (2) they are working in this field without promoting the fact.

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#3. Change in customers attitude: with increasing concern about environment, consumers attitude towards firms having green policies or green products are becoming motivating factor. # 4. Governmental pressure: in all most all civilized countries Govt. has the law to protect the consumers and the environment from the harmful goods or byproducts and ensure through law that all types of consumers have the ability to evaluate the environmental composition of goods. Govt. established several regulations to control the amount of hazardous waste produced by firms and many by-products of production are controlled through the issuing of various environmental licenses, thus shaping the behaviour of organization towards more socially responsible one. In some countries govt. has designed guidelines in such a way that consumer would have appropriate information which would enable them to evaluate organisation’s environmental claims. #5 . Competitive pressure: competition is the integral part of business; and you can not over-look any competitive action taken by your competitor. So to be in the market you have to have a vigil over your competitor’s move for marketing it’s products. Some firms ahs taken green-marketing as a strategy to build up it’s image rather than inculcate it as a part of the policy and work silence. In some instances this competitive pressure has caused an entire industry to modify and thus reduce it’s detrimental environmental behaviour. #6. Cost or profit issue: firms may also use green-marketing in an attempt to have an control over the cost associated with waste disposal. therefore firms that would able to

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introduce green-marketing by not inculcating or lesser use of harmful ingredients would able to reduce it’s operating cost to an considerable extend. In other case the firm may attempt to find end-of –pipe solution, instead of minimizing waste. Take the example of China and Denmark; In China organic waste from thousands of small straw pulp mills is used as agricultural fertilizer. In Kalundborg , Denmark, a coal-fired power station, an oil refinery , a plastic board factory, a pharmaceutical plant and the municipality have created an ‘industrial symbiosis’ by exploiting each other’s waste streams.

3 Some Problems With Going Green: #1. No matter how noble the objective is; the firms working in the direction of green marketing, have to have encounter a number of problems. First of all the firms must ensure that their move in this direction will not create any confusion in the mind of consumers or industry and do not break any of the regulations or laws dealing with environmental-marketing. Companies green marketing claims must
clearly state environmental benefits;
explain environmental characteristics;
explain how benefits are achieved;
ensure comparative differences are justified;
ensure negative factors are taken into consideration;
only use meaningful terms and pictures.

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#2 Another problem the firm may face is that, those who modify their products due to increase customers concern must aware about the fact that customer’s perceptions are some time not correct. Take the example when paper pack and jute bag were replaced by the synthetic pack for the sake of saving the trees the result became more environmental fatal. #3. When firms attempt to become socially responsible, they may face the risk that the environmentally responsible action of today will be found to be harmful in near future. For example some companies manufacturing refrigerators, air-conditioning machine have replaced environmentally harmful CFCs(chlorofluorocarbon) with HFCs (hydro fluorocarbon) which in later revealed is also a green-house gas. Some firms now shifted to DME(dimethyl ether), which may also harm the ozone layer. So we can see that with the limited scientific knowledge at any point in time, it may be impossible for a firm to be certained they have made the correct environmental decision. This may explain why some firms, like coca-cola and Walt Disney World(WDW), are working as a socially responsible company without publicizing their endeavour, as it has been mentioned earlier in this article. #4. Reacting to competitive pressure can cause all followers to make the same mistake as the leader. Example is Mobil, world renounced engine-oil manufacturing company, claims for it biodegradable plastic garbage bags. But the condition under which it become biodegradable is not allowed by natural processes. For this Mobil was sued by several US

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states for using misleading advertising claims. Thus blindly following the competitors can have costly ramifications. #5. Though Govt. has formulated several laws and regulations to give consumers the opportunity to make better decisions or motivate them to be more environmentally responsible, there is always a difficulty in establishing policy that would cover all environmental issues. #6. The Menace of Greenwashing: according to oxford dictionary greenwashing is defined as “ disinformation disseminated by an organization so as to present an environmentally responsible public image.” The greenwashing index was announced at the 2007 UN Climate change conference held at Bali, Indonesia with an objective to eradicate bad environmental marketing claims and at the same time shine a positive light on companies making measurable reduction in carbon emissions related to climate change. Experts urged the consumers and the industries to be ever vigilant in preventing greenwashing. they believed that one of the major factors that led to greenwashing was the absence of a central agency to certify the green credentials of a firm. This allowed companies, even those with questionable green credentials to step forward and call themselves green. #7 Lack of proper knowledge of consumers about environmental issues, some time causes problem for companies to represent their products in market place as high percentage of customers still feel that environmental products do not work as well as

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conventional one; some time though the consumers are well aware about a particular issue, they are not willing to pay a premium price for a green product. It appears that consumers are not overly committed to improve their environment and may be looking to lay too much responsibility on industries and govt. according to an American survey it has been found that more than 50% of American adults say they would do more for environment if only they come to know how? So education is crucial for a green-marketing firm. Does your product save water or energy? Does it helps cut down waste? Does it contain fewer toxics that can harm children or wild life? Let your customers know these. In Table –II, we can see the depth of understanding-level the US people have about green products: Demographic profile of green products purchasers: Percent of US people whoever bought a product because the advertising or the level said the product was environmentally safe or biodegradable.

Sex: M F Age: 18-29 30-44 45-59 60+ House-hold income: Under $15000 $15000-30000 $30000-50000 $50000+ $75000+ Education: Non-H.S. grad H.S-grad Some college College grad

Yes, in past two months.

Yes, but not in past two months.

No, have not bought

Don’t know

22 29

18 20

53 46

7 5

23 31 27 18

19 18 21 18

51 47 46 55

6 3 6 8

19 21 28 35 34

13 17 22 22 25

61 55 45 40 38

7 6 5 4 3

14 24 31 33

18 17 25 18

60 55 41 42

8 5 4 8

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Occupation: Exe/professional White collar Blue collar Other Demo Parent of kids 0-17 yrs. House-hold with personal computer.

38 28 22

16 23 22

42 43 51

4 6 5

31

19

46

4

36

21

40

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(Source: “Green marketing: opportunity for innovation” by Ottman, J A,1996, www.greenmarketing.com) Table-II So if there will be an integrated effort between suppliers, industrial buyers and consumers it would be possible for organization to minimize the detrimental environmental impact of their activities. In the following figure we can see some of the reasons why consumers are not able to save the environment.

I damage the environment because -----------------% too cheap 8% don't under stand the issue 10% no time 12% not convenient 21% lazy 23% no alternative 26%

Fig: -I (source: “An Introduction to Green Marketing” by Michael Jay Polonsky, Dept of Mgt. University of Newcastle, Australia. egj.lib.uidaho.edu/egj02/polon01.html .)

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4. Managerial/ Strategic Implication of Green Marketing: Green marketing subsumes green products as well as greening firms. Managers need to identify what ought to be green: systems, processes or products? A research model has been developed for the purpose of this study. This consist of five major sets of variables, namely Antecedents, Mediators, Strategy, Outcomes and Moderators. Antecedent are all those factors affecting firm’s environmental orientation, which subsequently shapes marketing strategy. According to political economy paradigm, there are four groups of antecedent factors, namely external polity i.e. socio-political and regulatory system in which the firm operates, external economy i.e prevailing and prospective economic environment surrounding the firm, internal polity i.e. the way power, authority are handle within the firm and internal economy i.e. the way existing resources are allocated to produce sufficient and satisfactory out-put. The antecedents have an impact on firms values, belief and attitude towards environmentalism and related aspects, which acts as a mediator on environmental marketing strategy. Enviro-marketing strategy provides the central construct of the model, comprising environmental adjustments of the traditional marketing mix elements( product, price, promotion & place) to a specific target market setting. Enviro-marketing strategy implementation will have certain financial, market, customers and competitive outcomes for the organization with regard to it’s marketing performance. Finally the effect of strategic factors on marketing performance is controlled by a number of moderators, which can be found

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either internally i.e. organizational size, scope of operations etc. or externally, i.e. industry type, industry growth rate etc, to the organization.

Figure –II : A Political Economy Model of Enviro-marketing Strategies (source: “Antecedents and Consequences of Enviro-marketing Strategy: A Political Economy Perspective”by Constantinos N. Leonidou,Doctoral Student,Leeds University Business School,University of Leeds,U.K )

With the help of this model the marketing managers will be able to better understand the critical forces that drive organizations to become environmentally oriented, their association with marketing strategy formulation will be established and the ultimate impact on marketing performance will be demonstrated.

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Companies that have adopted some types of environmental accountability have found some benefits in the adaptation of an ecological approach. Some of the activities that have been implemented include# building consumers demand for green products, # spending revenues to educate buyers, # building new infra-structure to facilitate recycling and prevent pollution. Being branded a green company can be potentially beneficial to business organizations. The green image generate a more positive public image which can, in turn, enhance sales, increase stock price and open access to public capital markets. It may enhance the overall perception of product quality and when coupled with environmental benefits inherent in a product and it’s use, may provide the added value that customer would favour.

5. SOME CASE POINTS: Case-I: NDTC: The need to be eco friendly is across the entire spectrum of activities. This need is greatly influenced by consumer-forums and judiciary. To take an example when supreme court ordered the Delhi Government to examine ways and means to reduce pollution in Delhi, it asked the government to introduce clean fuel like CNG in public transport system. This put pressure on petroleum companies for launching clean fuels with low sulphur content and lead free petrol. Also the only CNG supply company, Indraprastha Gas Ltd, had to increase it’s supply. The vehicles had to made appropriate changes. This led to Delhi Transport Corporation becoming the largest CNG powered transport system in the country. Today Indraprastha Gas has 121 CNG distribution station

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in Delhi with a combine capacity of 16.47 lakhs kg gas per day, catering to about 90000 vehicles. This growing concern for the environment led to development in oil and gas exploration, refining and marketing. It also spurred development in the automobile sector which manufactured vehicles that could run on CNG fuel. Also the vehicles have to conform to pollution control norms as laid down by the Govt. like Bharat-III, Ero –II. Case-II: Surf-excel: some kids in Mumbai’s Bainganwadi slums are grateful to SurfExcel, the Rs 485cr brand which introduce a feel-good marketing campaign-The Surf Excel 10/10 drive.

This saw the surf excel buyers in the four cities of Mumbai, Delhi, Bangalore and Kolkata SMSing an amount to HLL(now HUL). The company in turn donate that amount to an NGO that was involved in educating underprivileged children. Case-III: Ponds: The Rs355cr brand ponds of HLL, tied up with United Nations Development Fund for Women. For every flap of ponds cold cream mailed by the consumers, the company would contribute Rs2/- to the fund to fight domestic violence. Even though the proportion of adspends from its Rs1000cr advertising and promotion budget have been minimal, HLL says most of its brands will look for long term strategic linkage with social causes.

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Vice President skin care, HLL, Ashok Venkatramani told CNBC-TV18, “ if the activity is not housed in brand promise, than it looks like a charitable activity and in my view, those activities are difficult to sustain in long run. In our case , specific to fair and lovely, or even ponds, these are strongly housed in what the brand stands for and what brand promise is all about, hence they are easy to sustained and will reap huge benefits.”

Case-IV: Sunfeast : Here another difference to note, corporate social responsibility (CSR) is being used to build individual brands rather than the corporate brand. A case in point is the Rs16000Cr ITC, that ran their CSR campaign, about putting India first for it’s e-choupal initiative two years back. Cut to the present, the company has linked the Sunfeast brand to it’s social forestry campaign, where the company chips in with 25 paise for every pack of Sunfeast biscuit and pasta sold and consumers who buy the Atta brand, Aashirvaad, contribute towards ITC’s rain harvesting campaign. Divisional chief executive, ITC, Ravi Naware says, “consumers like to connect with brand, if the brand is seen as a socially responsible brand, then consumers get an emotional connect that far beyond just usage of the brand

and consuming it. It is this higher level of connect that we are attempting to create through this campaign.”

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Case-V: Tata –Salt: Very recently Tata has lunched a campaign through T.V advertising that if you will purchase Tata-salt , a significant percent of profit per pack would be contributed towards the education of underprivileged children of the slams.

Marketing consultant and founder of Nobby, Nabankur Gupta adds,” product differentiation is completely drying up, service aspects are narrowed out, so the brand value question will come up in the durables sector as well. It will come up in the auto sector in my view. This will be a very live issues as we move forward in time.”

But if from detergent to TV sets all brands chase consumers for a cause, there will be a clutter. At the same time, experts say it is important to find the right fit between brand and cause that lasts longer than a passing fad.

6. CONCLUSION: Our understanding to green marketing is still in it’s infancy, perhaps due to the multidisciplinary nature of the enterprises. Marketing scholars focus on a host of business-strategy and public policy issues, including eco-level and market segmentation and the role of structural factors and economic incentives in influencing consumer behaviour. For environmental economists, green marketing signifies a broader trend in the evolution of environmental policies that focus on information disclosure. Political economists focus on collective action dilemmas inherent in green marketing at the consumer and producer level.

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Clearly there are many lesion to be learned to avoid confusion i.e what you can say as “Green Marketing Myopia”. The green marketers must understand the fact that they have to satisfy two objectives: improved environmental quality and customer satisfaction. Misjudging either or overemphasizing the former at the expenses of the latter may cause a fatal result for companies. Research indicates that many green products have failed because of green marketing myopia; marketer’s myopic focus on their product’s greenness over the broader expectations of consumers. For example Whirlpool(in1994) launched the “Energy Wise” refrigerator, the first CFC free cooler and one that was 30% more efficient than the U. S. Department of Energy’s highest standard. For it’s innovation Whirlpool won the prestigious “ Golden Carrot”, a $30 million award package. Unfortunately, Energy Wise’s sales languished because the CFC-free benefit and energy saving did not off set it’s $100 to $150 price premium and the refrigerator did not offer additional features or new styles that consumers desired. Roper ASW’s 2002” Green Gauge Report” finds that the top reasons consumers do not buy green products included beliefs that they require sacrifices- inconvenience, higher cost, lower performance- without significant environmental benefits. The effective green marketing requires applying good marketing principles to make green products desirable for consumers. Now the question that remains, however, is, what is the future of green marketing? Historically green marketing has been a misunderstood concept. Business scholars have viewed it as a fringe topic, given that environmentalism acceptance of limits and conservation does not mesh well with marketing’s traditional axioms of “give customers what they want” and “ sell as much as you can.” In practice

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green marketing myopia has led to ineffective products and consumers reluctance. Sustainability, however, will dominate the 21st century commerce. The rising price, growing pollution and resource consumption in Asia and political pressure to address climate change are driving innovation toward healthier, more-efficient, high performance products. In shorts all marketing will incorporate elements of green marketing. At the same time to avoid green marketing myopia, the future success of product dematerialization i.e shift from “sales of goods” to the “sales of services”, and more sustainable services will depend on credibly communicating and delivering consumerdesired value in the market place. Only then, product dematerialization will steer business on to a more sustainable path.

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References: Polonsky, M. J. "An Introduction to Green Marketing." Electronic Green Journal 1, no. 2 (November 1994). Ottman, J A(Jan2004) “empower to the people” Inbusiness. Prakash, A. (May2002) “ Green Marketing, public policy and managerial strategy” Business Strategy and The Environment, Bus.Strat.Env.II, pg 285-297. Ottman JA, Stafford ER, Hartman CL,(June-2006)” Avoiding Green Marketing Myopia”, The Environment,Vol-48,No-5,pg.22-26. Frankel, C. 1992. “Blueprint for green marketing”, marketing executive review,2(5):pg22-23. Freman, R.E and J. Liedtka.1991.” Corporate Social Responsibility: “A Critical Approach.” Business Horizons 34(4):pg 92-98. Carlson, Les, Stephen Grove and Norman Kangun (1993),” A Content Analysis of Environmental Advertising.” Journal of Advertising Vol- 22(3), pg 27-38. The ICFAI Journal of Environmental Economics, Vol-IV, No4, Nov.06. “Down to Earth”, March 15, 2007 issue. Saxena Rajan(2006,3rd Edition), Marketing Management, New-Delhi, Tata McGrawHill Publishing Co. Ltd. st

Ottman J.A (1998, 1 Edition), Green Marketing: Opportunity for Innovation, NTC-McGrawHill, 1998.

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About the author: Name of the Author: Prof. Moloy Ghoshal , BSc(chem..Hon),MBA, Ph.D(PU) Designation: Asst. Director (Marketing Management) Name of the Organisation: Institute of Productivity and Management. 1-Kalyanpur,G.T.Road,Kanpur-208017(U.P) Email:[email protected], Web: www.ipmkanpur.edu.in Mob: 09839102543, Ph: (0512)2573783/84, Fax: (0512)2570151 Correspondence address: DO

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