Green Marketing: Socially Responsible Frontier for New Future
Abstract
Purpose-The basic purpose of this paper is to derstand green marketing, which helps us to Define socially responsible frontier for a new future. The paper attempts to analyze green marketing initiatives taken by companies in India. This paper further explores whether these initiatives are green in principal or the companies are just making cosmetic changes in the name of green branding. Design/methodology/approach- The research methodology used for the purpose of study involves case analysis approach. The case-studies of a fer Indian and Multi-national companies from different sectors were analyzed to develop a conceptual paper Findings-It wus found that there are organisations like The Hewlett-Packard Company announce plans to deliver energy-efficient products and energy-efficient operating practices in its facilites worldwide to go “Green’. The Supreme Courtauf India has enforced the use of CNG in all Delhi public transport systems to curb pollution in Delhi. Research limitations/implications- The study is limited only to the companies perspective and does not make any attempt to consider the customers! point of view regarding green products and strategies. Originality/value- This is an original research paper and its findings could be important for understanding green marketing in an Indian context.
Authors
Neeraj Kmnar Saraswat, Shailendra Kumar Srivastava