Green Marketing: A Difficult Road
Concerns regarding environment are not new. They have been around us for a while now. Ozone layer depletion, green house effect, global warming, increase in water levels of oceans, etc are some of the issues that have been raised time and again.
In order to save the environment from further destruction and to avoid any more damage to the system many changes can be seen around us. People have become more conscious and responsible. Marketing isn't immune to the changes. They are bound to change to keep up with the changing times. Changes are being seen in some businesses which facilitate safety and sustainability of the environment and introducing systems for management and minimization of waste in order to reduce the amount of environmental damage being done. (Polonsky, 1994).
Green Marketing makes way for sustainable development. Polonsky defines Green Marketing as a process which includes all the activities meant to satisfy human needs keeping in mind to cause the least possible environmental degradation.
The products which are created are assumed to be environmentally safe because the process hasn't caused any damage to the ecosystem (American Marketing Association).
In spite of the fact that the idea of Green Marketing has been around since the 1970s, it only became popular in the 1980s. But the fact is that it has not been able to keep up with the progress as expected (Peattie & Crane, 2005). A study conducted among small and medium scale manufacturers in Mumbai revealed that even till now the concept of Green Marketing is at a very nascent stage in India (Welling & Chavan, 2010). There seems to be a gap between what concerns us and what we are ready to do about it.
The interest and expectations that flowed around it have...