Jain & Gurmeet Kaur in their study environmentalism has fast emerged as a worldwide phenomenon. Business firms too have risen to the occasion and have started responding to environmental challenges by practicing green marketing strategies. Green consumerism has played a catalytic role in ushering corporate environmentalism and making business firms green marketing oriented. Based on the data collected through a field survey, the paper makes an assessment of the extent of environmental awareness, attitudes and behavior prevalent among consumers in India. According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe.
2. What is Green Marketing? As has been defined by many experts it can be concluded that green marketing refers to all marketing activities which are responsive towards protecting the environment. There is much avoidable confusion regarding the term green marketing, as people loosely identify it with various phenomena in the present era. Some attribute it as being responsive towards climate change and global warming, while others believe being in conformity with environmental standards as green marketing.
These various environmental movements have become known as environmentalism” (Truell, Allen “Green Marketing”). There have been different movements in history that had led up to how people react and what they know today. Will not go into them but environmentalism is important to understand. The Merriam-Webster’s definition of environmentalism is “a theory that views environment rather than heredity as the important factor in the development and especially the cultural and intellectual development of an individual or group”(DIC). These groups that the definition mentions are important because they are the consumer, and are getting bigger according to many of the sources in this paper.
enhanced capital allowance for energy efficiency investments) to reward good environmental practices are likely to become more common. In other cases, some materials will become more costly or even banned for environmental reason. An example of an EFS in practice is provided by Baxter Healthcare Corporation. They have produced and reported a companywide statement of environmental costs and benefits since 1995. The Company reports that their experience makes a powerful bottom line argument for environmentally responsible corporate behavior that should appeal to companies that have yet to make environmental issues a priority.
Culture strongly influences what people eat, wear and travel. 2.2.3 Environmental changes in consumers buyer behavior As packaging progressed so did the need to do smart packaging, today one of the largest shifts in culture that affects packaging is the desire for more environmentally friendly packaging. Consumer today are willing to even pay more for products that are environmentally friendly or made from recyclable materials. According to Mostafa (2007), green purchase behavior refers to the way consumers are more concerned with purchasing products that are friendly to the environment, recyclable or responsive to ecological concerns. Clem (2008) explains that the trend of “going green” reflects a social consciousness around saving and protecting the Earth’s natural resources.
With the world changing at an extremely rapid pace, Green Theory has been created to implement environmental legislation into a governmental system. This has been done through what can be considered to be four pillars of Green Theory: taking responsibility for environmental impact; distributing goods without over consuming; making sure that violence does not occur; and the grassroots democracy, allowing for the general public to become involved in environmental issues. Green Theory is rather a new concept and only started to come about after the end of WWII when the baby-boomer era started. This meant that not only was the population growing, but also pollution as more material was needed and more resources ended up being exploited to keep up with the growth. This led to a concern for the environment, or the creation of environmentalism as a concept.
For example; global warming, ozone layer depletion, and even the weather is affected by what we are doing. Taking care of the community is the most beneficial for saving the earth. It is as easy as picking up your trash, recycling used bottles and cans, and converting to different types of energy will greatly affect global warming and will not greatly harm natural resources. There are many movements, protests and other things people are doing to express how dire it is to start doing something about it. Everybody needs to work together for it to not only work but save our home as well.
(Wycherley, 1999) The implementation of the Ethical Trading Initiative across the entire supply chain of the Body Shop have effectively turned the supply chain into a green supply chain. (Thebodyshop, 2016) The core value of the company that is in action here is the focus on defending for human rights, where the company is strongly against labour practices against the virtues of human rights. Examples that the Body Shop works against are forced labour, child labour, discrimination at work, poor working conditions, below acceptable wages, and freedom of association. (Thebodyshop,
Environmental management here is refer to GSCM that is implemented in business’ operation. Support and commitment from top management played a key role in the implementation of succesful internal environmental management [12; 15]. The required resources in implementing the new technology and the new knowledge will be more easily available and circulated within the organization if the top person in charge for these resources supports the plans  3.1.3 Relationship between GSCM and Green Innovation The increasing importance of green innovation is becoming promising area in the green supply chain management which companies can eliminate direct and indirect environmental impact of an organization’s final product . Green innovation concept can support the implementation of GSCM by providing the new idea, approach or technology to manufacturers in developing new products. Green innovation is believed to provide continuous seeking ways to innovate each stage of supply chain in order to gain competitive advantage and decrease the environmental problems in industry .
More than that, Eco World insists to compromise about their standards in building an environmental-friendly and ecologically-sound neighbourhoods. ("Annual Report 2013," 2014). Besides, Eco World aims to get the global recognition as an Innovative Eco Developer. Being a successful property company, Eco World also performs their corporate social responsibility and provides many benefits to the communities. ("Annual Report 2013," 2014).