INTRODUCTION:

In contemporary times, the environment has garnered significant attention as a pivotal and indispensable concern, exerting influence on all facets of human existence. This has resulted in the inception of the notion of the green market (Eneizan and Obaid, 2016). Over the past century, there has been a significant increase in environmental hazards such as the exhaustion of natural resources, farmland reduction, and ozone layer destruction (Eneizan et al., 2016; Bhor et al., 2016; Mishra and Kaur, 2023). Marketing has been attributed to contributing to environmental degradation due to its role in promoting consumption and waste and hastening product obsolescence.

The increasing prevalence of this phenomenon prompted the manufacturing and marketing sectors to recognise the significance and worth of green marketing, leading them to adapt their operations and tactics accordingly (Gilg and Barr, 2006; Nidumolu et al., 2009). Green marketing has a favorable impact on consumer happiness, loyalty, and readiness to engage in positive oral advertising (Farrokhi, and Feizi, 2016). The notion of green marketing emerged during the period spanning from the 1960s to the early 1970s, in response to apprehensions regarding the environmental consequences of consumption and production practises (Konar and Cohen, 2001). Subsequent to the end of the 1980s, green marketing garnered considerable attention due to the rise of green consumerism (Mishra and Sharma, 2010). During the 1990s, the concept of green marketing evolved into a larger green movement, leading to the declaration of the 1990s as the "era of green revolution" (Vandermerwe and Oliff, 1990). Subsequently, the domain of green marketing has garnered significant attention from academic researchers (Juwaheer et al., 2012; Hartmann et al., 2005). Sustainable marketing is closely linked to green marketing, with a primary focus on environmental concerns. In this context, environmental, social, and economic sustainability principles are fundamental to the development and implementation of sustainable marketing strategies (Ardey et al., 2018). Within the context of a green market, individuals acknowledge their accountability towards the environment, thereby signifying the human responsibility towards ecological preservation (Widyastuti and Santoso, 2018).

According to Amoako et al. (2020) and Dangelico and Vocalelli (2017), green marketing refers to the incorporation of marketing strategies that support sustainable practices and meet human requirements, while simultaneously reducing the negative impact on the environment. Green marketing is a comprehensive marketing concept that emphasises using less-harmful methods for the creation, promotion, consumption, and disposal of goods and services (Kaur, 2017). The growing recognition of the consequences of global warming, non-recyclable solid waste, and the detrimental effects of pollutants has led to increased concern among both marketers and customers alike regarding the necessity of transitioning towards environmentally-friendly products and services. There is an increasing recognition among marketers and consumers regarding the necessity of transitioning towards environmentally sustainable products and services. The adoption of environmentally sustainable practices, commonly referred to as "going green," may initially incur expenses but can ultimately yield economic benefits and cost savings over an extended period. The initial stage was referred to as "environmental" green marketing, wherein all marketing endeavours were centred on addressing and offering solutions for ecological predicaments. The subsequent stage pertained to green marketing that was associated with the environment, wherein the emphasis was on clean technology. This entailed the creation of novel products that could effectively tackle concerns regarding pollution and waste. During the third phase, the marketing strategy adopted was focused on promoting environmentally sustainable practises, commonly referred to as "sustainable" green marketing. During the early 2000s, there was a concerted effort to create superior products that could effectively cater to the demands of consumers. This was achieved by prioritising factors such as quality, performance, price, and accessibility, while also ensuring that the manufacturing process was sustainable for the environment.

Why Green Marketing:

The notion of green marketing, which entails the integration of environmental considerations into marketing endeavours, is an umbrella term encompassing ecological marketing, sustainable marketing, and green consumerism in the field of academia (Crane, 2000). Green marketing is known to result in personal benefits such as improved health and overall life satisfaction, as well as enhanced organisational effectiveness and a more favourable physical environment. Green marketing aims to increase ecological consciousness among customers and promote the adoption of eco-friendly products as a means of mitigating ecological problems (Gopal, et al., 2018).

The increasing significance of environmental sustainability has led to a rise in the prevalence of green marketing (Dangelico and Vocalelli, 2017; Lam and Li, 2019). The United Nations has established a framework of 17 Sustainable Development Goals (SDGs) encompassing a range of critical areas including health, environment, and climate change. The practice of green marketing is highly conducive to the realisation of the second objective among the Sustainable Development Goals (SDGs), which pertains to the attainment of food security, enhancement of nutrition, and the promotion of sustainable agriculture. Green purchase decisions encompass the act of procuring environmentally-friendly products, endorsing ecologically-conscious businesses, and endorsing sustainable consumption practices (Carfora et al., 2019; Schlegelmilch et al., 1996). By adopting an appropriate green marketing strategy, companies can make significant contributions towards social and economic sustainability (Mishra and Kaur, 2023). Consequently, numerous enterprises have initiated the implementation of eco-friendly production and promotional tactics to cater to consumer preferences and attain sustainable commercial gains (Dangelico and Vocalelli, 2017; Polonsky, 2011; Sana, 2020).

Green Marketing and Sustainable Development:

Sustainability of the environment has grown to be a significant issue worldwide (Kaushiva, 2016). The concept of sustainable development encompasses the triple bottom line (TBL) framework, which takes into account economic, environmental, and social considerations (figure-1). Sustainable development allows consumers' current and potential demands to be met without jeopardising the prospects for future generations (Pomering, 2017). Sustainable consumption is one of the key components of sustainable development. Green marketing is perceived by consumers as a means to reconcile the constraints of scarce resources with the boundless demands or desires of customers. This approach is advantageous in cultivating consumers' awareness of sustainable consumption (Duong, 2022; Yu et al., 2019). From a business standpoint, the implementation of green marketing strategies can facilitate the adoption of environmentally conscious practices and sustainable behaviours. This may include waste reduction, enhanced recycling efficacy, technological advancements, and the utilisation of eco-friendly materials, ultimately resulting in the production of sustainable goods for consumption (Ball and Kittler, 2019). The implementation of sustainable development practises can lead to the attainment of enduring competitiveness by firms (Carter and Rogers, 2008).

From a societal standpoint, the implementation of green marketing in sustainable consumption serves to alleviate environmental pressures and address ecological issues. This is due to the fact that green marketing in sustainable consumption incorporates the principles and actions of ecological environments and societal endeavours (Geng et al., 2020, 2021; Sharma, 2021). This encompasses activities targeted for promoting environmentally safe practices, including the manufacturing of environmentally friendly products, the use of recyclable and biodegradable packaging, the implementation of pollution-free and energy-efficient processes, the adoption of effective waste elimination strategies, and the safe disposal and recycling of products. The value of organic food products has grown because of environmentally friendly practices and consumers are becoming more conscious of food safety (Bhardwaj, 2017; Band, 2018). These practices are crucial for safeguarding the environment and promoting sustainable development. The preservation and enhancement of the environment through sustainable development will ensure that the natural environment is passed down to subsequent generations in a state that is equal to or superior to its present condition. This concept is primarily linked to the incorporation of environmentally-friendly practises into various components of conventional marketing strategies. Green marketing has been acknowledged as a crucial business strategy for attaining sustainable development over an extended period. In recent years, the demand for sustainable and environmentally friendly goods and services has grown significantly.

Figure 1: Sustainable Development

Source: https://images.app.goo.gl/FDCRmDx2ooSCEF7M8

Push Factors for Adopting Green Marketing:

There are several factors that incentivize firms to implement environmentally conscious marketing tactics. The scholarly literature indicates that there exist primary drivers motivating enterprises to embrace eco-friendly merchandise and promotional tactics.

Businesses perceive it as an opportunity to attain their economic objectives. Enterprises that prioritise environmentally sustainable practices have the potential to influence forthcoming regulatory policies while simultaneously benefiting from being early adopters in their respective industries.

Businesses are adopting green products and, in turn, green marketing strategies as a result of heightened awareness of the significance of sustainability (Ardey et al., 2018).

It aligns with the ethical duty of engaging in socially responsible conduct. Organisations are increasingly prioritising their social responsibilities, and in certain instances, implementing green marketing as an effective way to cultivate a favourable reputation. This also facilitates their entry into foreign nations. Thus, green marketing serves as a promotional strategy in addition to its environmental objectives.

Governmental pressure to take greater responsibility for sustainability issues since the majority of nations worldwide have laws protecting citizens and the environment from dangerous products. To ensure that businesses are socially responsible, the government regulates them through a variety of ecological licenses.

The environmental initiatives of competitors exert a significant influence on firms, compelling them to modify their own environmental marketing strategies. Under certain circumstances, competitive pressure can prompt an entire industry to alter its practices and mitigate its harmful ecological effects.

Firms are motivated to change their behaviour due to cost factors associated with waste disposal or reductions in material usage. According to research, implementing environmentally-friendly policies and producing sustainable products can result in long-term profitability.

The evolving environmental consciousness among customers is leading to a shift in their attitude. There is a growing consumer preference for companies that implement environmentally sustainable practices, such as adopting green policies or producing green products. As a result, firms are compelled to incorporate such eco-friendly activities into their operations.

Problems in Implementing Green Marketing:

The implementation of green marketing strategies has emerged as a crucial tactic for companies to attain a competitive edge in the marketplace. But variables including consumer skepticism, the perceived danger of going green, perceived high prices, perceived inadequate quality, and source reliability might cause customers to have mixed feelings about making green purchases (Chang, 2011; Costarelli and Colloca, 2004; Le et al., 2019). Customers are inclined to view green marketing that is not substantiated by actual actions as greenwashing. Greenwashing refers to the practice of a company excessively promoting its environmental performance (Delmas and Burbano, 2011). Many respondents reported difficulties in articulating the environmentally-friendly characteristics of their merchandise. There was a growing apprehension that the general public has become habituated to green marketing due to the hype surrounding it and the prevalence of greenwashing. The phenomenon of greenwashing has been identified as a significant factor in the perpetuation of negative stereotypes. In relation to the ramifications of greenwashing, it is noteworthy that this practice exerts adverse effects on both the corporate image and financial outcomes of companies (Leonidou et al., 2013; Walker and Wan, 2012). A number of research studies indicate that customers exhibit a tendency to harbour doubts regarding claims of environmental friendliness made by manufacturers (Bray et al., 2011; D’Souza et al., 2007). Consequently, the credibility of the product is a crucial factor that influences consumers' purchasing decisions (Daugbjerg et al., 2014). Since customers may believe that using these items may damage their reputation or image in regard to the environment, deceptive and deceitful green marketing might raise the risk perception (Aji and Sutikno, 2015; Chen et al., 2014).

Although customers may possess a comprehensive understanding of the advantages of procuring environmentally-friendly merchandise, they may also harbour apprehensions regarding inferior product quality, exorbitant pricing, and other unfavourable attributes that are commonly linked with such products (Griskevicius et al., 2010; Luchs et al., 2010; Xiao and Li, 2011). For most people, green marketing is still a novel idea. The degree of understanding regarding green marketing products is quite low, and those that are aware of the notion are either ignorant of it or have been misleading about it. The dissemination of the new green movement to a wider audience necessitates a significant investment of time and resources. Due to their sensitivity to pricing and limited income, consumers are hesitant to pay a premium for environmentally-friendly products (Kaur et al., 2022). There exists a certain level of confusion among individuals regarding green products, as they tend to associate them with high costs and question their credibility.

DISCUSSION AND CONCLUSION:

Green marketing has emerged as a prominent term in contemporary marketing strategies worldwide. The significance of it has escalated in the contemporary humanity. The adoption of green marketing is imperative for the betterment of society, as it allows for the preservation of the environment, optimal utilisation of natural resources, and the creation of a sustainable and healthy planet for human habitation. Undoubtedly, the pivotal factor in achieving sustainable and environmentally-friendly usage practices lies with customers and their conscientious spending habits. The involvement of all economic agents is imperative for the attainment of sustainable consumption. In particular, education, governmental regulations, and political interventions are crucial for the achievement of this goal, particularly in rapidly developing nations. It is our aspiration that this study will contribute to the advancement of ethical green marketing practises within organisations. The aim is to equip organisations with an enhanced comprehension of how to facilitate a more lucid trajectory for consumers in general to arrive at better-informed purchasing decisions, thereby fostering the advancement of sustainability. Currently, both marketers and consumers are demonstrating a heightened awareness and interest in environmentally sustainable products and practises. In order to maintain a competitive edge, marketers must adopt eco-friendly practises.

The present study offer significant implications for scholarly investigators and professional managers of environmentally-friendly markets to develop effective green marketing tactics. The results suggest that a reduction in the perception of greenwashing may lead to a boost in the desire of customers to make purchases. It is imperative for businesses to capitalise on the prospect of eco-friendly consumption in order to genuinely prioritise environmental preservation through concrete measures, rather than resorting to greenwashing, thereby rendering themselves truly deserving of the designation of a "green enterprise". Mitigating doubts towards environmentalism could potentially improve the propensity of individuals to buy eco-friendly goods. It is imperative for business managers to understand how consumer scepticism influences their decision-making process when it comes to purchasing environmentally-friendly products. Therefore, it is imperative to enhance customers' awareness and convictions regarding eco-friendly products to modify the consumption patterns of sceptical customers. The most crucial factors for boosting customer confidence and, consequently, for a sustainable growth of organic industry are reliable certification and management, as well as efficient communication. Since it is still in its early stages, green marketing must change. Adopting green marketing will not be simple in the short term, but it will undoubtedly benefit the company in the long run. Three things must be done by a business in order for green marketing to be successful: be genuine, educate your consumers, and provide them a chance to become involved. Research suggests that women exhibit a greater sensitivity towards corporate social responsibility (CSR) than men, particularly in relation to companies that produce environmentally-friendly products. This implies that women place a higher value on the efficacy of "green" products, as compared to their non-environmentally friendly counterparts. Emphasise the personal benefits while communicating quality, performance, and durability. The utilisation of energy-efficient and safe technologies is imperative in modern times.

REFERENCES:

1. Aji, H. M., and Sutikno, B. (2015). The extended consequence of greenwashing: Perceived consumer skepticism. International Journal of Business and Information, 10(4), 433.

2. Amoako, G. K., Dzogbenuku, R. K., Doe, J., and Adjaison, G. K. (2020). Green marketing and the SDGs: Emerging market perspective. Marketing Intelligence and Planning, 40(3), 310–327. https://doi.org/10.1108/MIP-11-2018-0543

3. Ardey, R., Rithika S, Singh, N., Mehendale, S. (2018). Impact of Green Marketing on Consumer Buying Behaviour –A Methodological and thematic Review. Asian Journal of Management, 9(1), 802-806.

4. Ball, C., and Kittler, M. (2019). Removing environmental market failure through support mechanisms: Insights from green start-ups in the British, French and German energy sectors. Small Business Economics, 52, 831–844.

5. Band, G. (2018). A Study of the Economic demeanor of the increasing production level by organic farming in Nagpur District. Asian Journal of Management, 9(4), 1230-1236.

6. Bhardwaj, R. (2017). A Comparative Analysis of Organic Food Products vs Non Organic Food Products in India. Asian J. Management, 8(3), 587-590.

7. Bhor, R.L., Damdhar, H., Kokate, G., Salve, M., Andhale, S. (2016). A Overview on Current and Future Trends of Health and Environmental Effects of Air Pollution, Climate Change and By Various Gas. Asian J. Research Chem., 9(8), 385-390.

8. Bray, J., Johns, N., and Kilburn, D. (2011). An exploratory study into the factors impeding ethical consumption. Journal of Business Ethics, 98(4), 597–608. https://doi.org/10.1007/s10551-010-0640-9

9. Carfora, V., Catellani, P., Caso, D., and Conner, M. (2019). How to reduce red and processed meat consumption by daily text messages targeting environment or health benefits. Journal of Environmental Psychology, 65, 101319.

10. Carter, C. R., and Rogers, D. S. (2008). A framework of sustainable supply chain management: Moving toward new theory. International Journal of Physical Distribution and Logistics Management, 38(5), 360–387. https://doi.org/10.1108/09600030810882816

11. Chang, C. (2011). Feeling ambivalent about going green: Implications for green advertising processing. Journal of Advertising, 40(4), 19–32. https://doi.org/10.2307/23208833

12. Chen, Y.-S., Lin, C.-L., and Chang, C.-H. (2014). The influence of greenwash on green word-of-mouth (green WOM): The mediation effects of green perceived quality and green satisfaction. Quality and Quantity, 48, 2411–2425.

13. Costarelli, S., and Colloca, P. (2004). The effects of attitudinal ambivalence on pro-environmental behavioural intentions. Journal of Environmental Psychology, 24(3), 279–288.

14. Crane, A. (2000). Facing the backlash: Green marketing and strategic reorientation in the 1990s. Journal of Strategic Marketing, 8(3), 277–296. https://doi.org/10.1080/09652540050110011

15. Dangelico, R. M., and Vocalelli, D. (2017). “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263–1279. https://doi.org/10.1016/j.jclepro.2017.07.184

16. Daugbjerg, C., Smed, S., Andersen, L. M., and Schvartzman, Y. (2014). Improving eco-labelling as an environmental policy instrument: Knowledge, trust and organic consumption. Journal of Environmental Policy and Planning, 16(4), 559–575.

17. Delmas, M. A., and Burbano, V. C. (2011). The drivers of greenwashing. California Management Review, 54(1), 64–87.

18. Devi Juwaheer, T., Pudaruth, S., and Monique Emmanuelle Noyaux, M. (2012). Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius. World Journal of Entrepreneurship, Management and Sustainable Development, 8(1), 36–59. https://doi.org/10.1108/20425961211221615

19. D’Souza, C., Taghian, M., Lamb, P., and Peretiatko, R. (2007). Green decisions: Demographics and consumer understanding of environmental labels. International Journal of Consumer Studies, 31(4), 371–376. https://doi.org/10.1111/j.1470-6431.2006.00567.x

20. Duong, C. D. (2022). Big Five personality traits and green consumption: Bridging the attitude-intention-behavior gap. Asia Pacific Journal of Marketing and Logistics, 34(6), 1123–1144.

21. Eneizan, B., Abd Wahab, K., and Obaid, T. (2016). Effects of green marketing strategies on sales volume of green cars. Singaporean Journal of Business, Economics and Management Studies, 51(3814), 1–14.

22. Eneizan, B. M., and Obaid, T. (2016). Prior research on green marketing and green marketing strategy: Critical analysis. Singaporean Journal of Business, Economics and Management Studies, 51(3965), 1–19.

23. Farrokhi, M.O., and Feizi, J.S. (2016). The Effect of Green Marketing on Customer Satisfaction and Loyalty and Willingness to Positive Oral Advertising WOM (Case Study of the Cooperative Societies in Urmia). Asian J. Management, 7(2), 87-96.

24. Geng, Y., Maimaituerxun, M., and Zhang, H. (2020). Coupling coordination of water governance and tourism: Measurement and prediction. Discrete Dynamics in Nature and Society, 2020, 1–13.

25. Geng, Y., Wang, R., Wei, Z., and Zhai, Q. (2021). Temporal-spatial measurement and prediction between air environment and inbound tourism: Case of China. Journal of Cleaner Production, 287, 125486.

26. Gilg, A., and Barr, S. (2006). Behavioural attitudes towards water saving? Evidence from a study of environmental actions. Ecological Economics, 57(3), 400–414.

27. Gopal, N., Bhandari, P., Mehendale, S. (2018). Impact of Green Marketing on Companies: A Methodological and Thematic Review. Asian Journal of Management, 9(1), 752-756.

28. Griskevicius, V., Tybur, J. M., and Van den Bergh, B. (2010). Going green to be seen: Status, reputation, and conspicuous conservation. Journal of Personality and Social Psychology, 98(3), 392.

29. Hartmann, P., Apaolaza Ibáñez, V., and Forcada Sainz, F. J. (2005). Green branding effects on attitude: Functional versus emotional positioning strategies. Marketing Intelligence and Planning, 23(1), 9–29.

30. Kaur, R., Mishra, S., Yadav, S. and Shaw, T. (2022). Analyzing the impact of green marketing mix on consumer purchase intention. International Journal of Indian Culture and Business Management, 25(3), 403-425, doi: 10.1504/IJICBM.2021.10038995.

31. Kaur (2017). Sustaining Environment with Green Initiative: A Conceptual Study of Green Marketing Practices in India. Asian J. Management, 8(3), 761-768.

32. Kaushiva, A. (2016). Green Growth Strategy for Sustainable Development: India’s Green growth Strategy. Research J. Humanities and Social Sciences, 7(1), 29-35.

33. Konar, S., and Cohen, M. A. (2001). Does the market value environmental performance? Review of Economics and Statistics, 83(2), 281–289.

34. Lam, J. S. L., and Li, K. X. (2019). Green port marketing for sustainable growth and development. Transport Policy, 84, 73–81.

35. Le, A. N. H., Jain, M., Tam, T. D., and Tam, L. T. (2019). Attitudinal ambivalence towards green products: An empirical study in an emerging market. International Journal of Economics and Business Research, 18(3), 292–303.

36. Leonidou, C. N., Katsikeas, C. S., and Morgan, N. A. (2013). “Greening” the marketing mix: Do firms do it and does it pay off? Journal of the Academy of Marketing Science, 41(2), 151–170. https://doi.org/10.1007/s11747-012-0317-2

37. Luchs, M. G., Naylor, R. W., Irwin, J. R., and Raghunathan, R. (2010). The sustainability liability: Potential negative effects of ethicality on product preference. Journal of Marketing, 74(5), 18–31.

38. Mishra, S., and Kaur, R. (2023). Investigating consumer's buying behaviour of green products through the lenses of extended theory of planned behaviour. Management of Environmental Quality. https://doi.org/10.1108/MEQ-11-2022-0315

39. Mishra, P., and Sharma, P. (2010). Green marketing in India: Emerging opportunities and challenges. Journal of Engineering, Science and Management Education, 3(1), 9–14.

40. Nidumolu, R., Prahalad, C. K., and Rangaswami, M. R. (2009). Why sustainability is now the key driver of innovation. Harvard Business Review, 87(9), 56–64.

41. Polonsky, M. J. (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64(12), 1311–1319. https://doi.org/10.1016/j.jbusres.2011.01.016

42. Pomering, A. (2017). Marketing for sustainability: Extending the conceptualisation of the marketing mix to drive value for individuals and society at large. Australasian Marketing Journal, 25(2), 157–165.

43. Sana, S. S. (2020). Price competition between green and non green products under corporate social responsible firm. Journal of Retailing and Consumer Services, 55, 102118.

44. Schlegelmilch, B. B., Bohlen, G. M., and Diamantopoulos, A. (1996). The link between green purchasing decisions and measures of environmental consciousness. European Journal of Marketing, 30(5), 35–55.

45. Sharma, A. P. (2021). Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda. International Journal of Consumer Studies, 45(6), 1217–1238.

46. Vandermerwe, S., and Oliff, M. D. (1990). Customers drive corporations. Long Range Planning, 23(6), 10–16.

47. Walker, K., and Wan, F. (2012). The harm of symbolic actions and green-washing: Corporate actions and communications on environmental performance and their financial implications. Journal of Business Ethics, 109, 227–242.

48. Widyastuti, S., and Santoso, B. (2018). Green marketing: A study of the factors influencing the repurchase decision for Javanony Herbal Products. ASEAN Marketing Journal, 125–135.

49. Xiao, J. J., and Li, H. (2011). Sustainable consumption and life satisfaction. Social Indicators Research, 104, 323–329.

50. Yu, K.-J., Ying, J., Tian, Q.-L., Sun, L.-J., and Huang, G. (2019). Measure of input/output efficiency of the introduction of digital marketing into green products in ecological industry. Journal of Environmental Protection and Ecology, 20, 346–354.

Received on 18.02.2024 Modified on 20.04.2024

Asian Journal of Management. 2024;15(2):153-158.

DOI: 10.52711/2321-5763.2024.00025