Journal Press India^®

Author Details ( * ) denotes Corresponding author

Green Marketing also, known as Ecological Marketing or Sustainable Marketing is playing an important role in ensuring the sustainable development of the Indian economy. Sustainability which was once a vision of the future shared by some of the environmentally conscious people, is now picking up momentum all across the world. The publication of the Brundtland Report (1987) added to this and brought the issue into the mainstream discussion. The current study looks into the aspects of ‘going green’ as adopted by the various developing nations and their observations with regard to it. The paper highlights the green initiatives being undertaken by various sectors in the India economy to ensure sustainable development for the nation. An effort has also been made to list the various challenges being faced by the corporate sector while incorporating green initiatives. Some principles and strategies have been suggested to effectively implement the green marketing practices for ensuring sustainable development.

Keywords

Ecological Marketing; Go-green Initiative; Green Marketing; Sustainable Marketing; Sustainable Development.

1. Amoako, G. K., Dzogbenuku, R. K., Doe, J., & Adjaison, G. K. (2020). Green marketing and the SDGs: Emerging market perspective. Marketing Intelligence & Planning, 17.  
2. Beck, E. (2006). Earth-friendly materials go mainstream. New York Times: January.
3. Bhambhani, A. (April 22, 2011). G-talk, the India inc way. The Economic Times.
4. Birol, F. (2019). India 2020: Energy policy review. World Energy Outlook, IEA, Paris
5. Brundtland, Commission. (1987). Brundtland Report: Our Common Future. Published by The Oxford University Press. 
6. Cerri, J., Francesco, T., & Francesco, R. (2018). The more I care, the less I will listen to you: How information, environmental concern and ethical production influence consumers' attitudes and the purchasing of sustainable products. Journal of Cleaner Production, 175, February 20, 343-353.
7. Davis, J. (1993). Strategies for environmental advertising. Journal of Consumer Marketing, 10(2), 23-25.
8. Fowler, G. (March 6, 2002). Green sales pitch isn’t moving many products. Wall Street Journal.
9. Ginsberg, J. M., & Bloom, P.N. (2004). Choosing the right green marketing strategy. MIT Sloan Management Journal, Fall, 46(1), 79-84.
10. Jarvie, Michelle, E. (2011). Green ethics and philosophy: An A-to-Z guide. World Commission on Environment and Development, SAGE Publications: Los Angeles, US 
11. Kuchinka, D. G. J., Szilvia, B., Marius, D. G., & Djokic, B. B. (2018). Consumer attitudes toward sustainable development and risk to brand loyalty. Sustainability, 10(4), 997.
12. Lazer, W. (1969). Marketing's changing social relationships. Journal of Marketing, 35, July, 3-9.
13. Lotfi, M., Akram, Y.,  & Soheil, J. (2018).  The effect of emerging green market on green entrepreneurship and sustainable development in knowledge-based companies. Sustainability, 10(7), 2308.
14. Lu, Z., Dayuan, L., Cuicui, C., & Senhua, H. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187, June 20, 740-750.
15. Monga, P. (April 15, 2011). Live closer to nature. Hindustan Times.
16. Niti Ayog. (2020, September 21). Retrieved from https://niti.gov.in/sites/default/ files/2020-01/IEA-India%202020-In-depth-EnergyPolicy_0.pdf
17. Ogiemwonyi, O., & Amran, B. H. (2020). Consumption of green product as a means of expressing green behaviour in an emerging economy: With the case study of Malaysia. Environment and urbanization in Asia. Sage Publications: Singapore, August 23.
18. Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding green marketing myopia. Environment, 48(5), 22-36.
19. Pham, T., Huong, T., Ninh, N., Thi, T. H. P., & Nam, T. N. (2019). Evaluating the purchase behaviour of organic food by young consumers in an emerging market economy. Journal of Strategic Marketing, 27(6), 540-556.
20. Ray, Tima. (March 28, 2011).  Riding the green wave. The Times of India.
21. Rosen, E. (2000). The anatomy of buzz: How to create word-of-mouth marketing. New York: Doubleday.
22. TERI. (2001). India’s greenest companies: A Business Today and the Energy Research Institute Project. Business Today, May 6.
23. Zhan, Y., Kim H. T., Guojun Ji., & Ming, L. T. (2016). Sustainable Chinese manufacturing competitiveness in the 21st century: Green and lean practices, pressure and performance. International Journal of Computer Integrated Manufacturing, 31(1), 1-14.