International Journals of Marketing and Technology
Year : 2011, Volume : 1, Issue : 7
First page : ( 177) Last page : ( 184)
Online ISSN : 2248-1058.

Green marketing – A bridge between consumerism and conservation

Arora Richa, Mahankale Nitin R.

Symbiosis Centre for Management Studies, Symbiosis International University, SCMS-UG, Pune-14

Online published on 29 June, 2013.

Abstract

The process of globalization accelerates the social responsibilities of corporate houses that have become significant aspect in today's era. The conscious efforts are being made by organizations to maximize its positive impact on the society by conserving the environment. In today's IT world consumers are getting more and more conscious and aware about what the businesses are doing and can do to protect the environment by finding various innovative ways to the nature and also the methods they are adopting to dispose of garbage, reduce, recycle and reuse of packaging. This expectation of the society gave the birth of Green Marketing as an instrument of performing corporate social responsibility. Society looks ahead to the business to act as responsible members of the social community as well as to provide goods and services efficiently. Business has low ratings of trust in public perception. There is increasing expectation that companies will be more open, more accountable and be prepared to report publicly on their performance in social and environmental arenas. Consumers are becoming more aware of the environmental and social implications of their day-to-day consumer decisions and are therefore beginning to make purchasing decisions related to their environmental and ethical concerns CSR is the deliberate inclusion of public interest into corporate decision-making, and the honoring of a triple bottom line: people, Planet and profit. The corporate world is trying to maintain equilibrium between consumerism and conservation of nature through CSR practices.

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Keywords

CSR, Brand Building, Green Marketing, Sustainable Development, conservation and consumerism.

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