GREEN MARKETING CORNER: A Study of Environmental

Concern Related with Automobiles (Bikes)

Dr. Anil Kumar Sinha * & Gaurav Bisaria**
Abstract
Green Marketing is one of the burning issues for all the time. Green Marketing
has importance for both the marketers and consumers. This concept can
enhance consumers life and can help in maintaining good relations with
consumers. The companies know that the good products or latest innovations
based products can lead to success but the key to enduring success in marketing
is manufacturing green products or environment loving products.
The main objective of this paper is to know the concept and importance of Green
Marketing in present market scenario. This will be in context with manufacturers
role towards consumers, marketers role towards consumers, government role
towards manufacturers and consumers and people role towards companies and
the society. Some people are also happy with activities done by companies but
there is still enough scope of work to be done in this field.
INTRODUCTION
Changing

consumer

behaviour

has

sparked

GREEN

MARKETING

MOVEMENT. Society is more concerned with natural environment so there are

GREEN CONSUMERS who prefer GREEN PRODUCTS. Marketers now have
opportunity for innovation on how to market todays environment conscious
consumers. Schools and Colleges have also integrated GREEN ISSUES into
their subjects as topics. This can be one of the strategies of corporate for
overcoming competition, more sales and gaining profits. In United States, the
Environmental Protection Agency (E.P.A.) was created in 1970 to enforce
pollution standards and to conduct pollution research. American Marketing
*Reader, Department of Business Management and Entrepreneurship, Dr. R.M.L.Avadh
University, Faizabad.
**Lecturer, Faculty of Business Management, Integral University, Luck now.

Association (A.M.A.) first discussed this issue through workshop in 1975 and this
came into prominence in late 1980s and early 1990s.Terms associated with
Green Marketing are Phosphate Free, Recyclable, Refillable, Ozone Friendly and
Environment Friendly. An activity of Green Marketing includes changes in
production process, product modification, packaging changes and modifying
advertising.
Marketing efforts to produce, promote and reclaim environmentally sensitive
products are called Green Marketing. Green or Environmental Marketing consists
of all activities designed to generate and facilitate any exchanges intended to
satisfy human needs or wants, such that the satisfaction of these needs and
wants occurs with minimal detrimental impact on the natural environment.
Green Marketing serves two objectives: (a) To develop products that have
minimal impact on the environment and (b) To achieve record related with
environment. These companies have long term orientation rather than short term
orientation with intention of not only making profits but also contributing to the
society. A green marketer does not view consumers as people only with material
goods but as human beings concerned about the condition of the world around
them. The companies that excel in green marketing are those that are generally
nature loving constructed by the Supreme Power i.e. God. Cause Marketing
occurs when the charitable contributions of a firm are tied directly to the customer
revenues produced through the promotion of one of its products.
CONSUMERS KNOW-HOW
There can be air and water pollution, holes in the ozone layer, acid rain, solid
waste and destruction of natural resources that can raise the consumers level of
environmental consciousness. It is essential to educate consumers about the
product which can save water, save electricity, cut down waste or contains fewer
toxics that can harm children. Consumers are measuring products on
environmental matters and if it is not up to the mark then its brand image can be
down. Consumers are ready to pay high price, if they are green in nature. Green
Brands are becoming successful as they arouse consumers emotions related
with environment.

ORGANIZATIONS POINT OF VIEW

Many organizations believe that green issue can lead them to achieve their
objectives and to fulfill their moral responsibility towards society. Government is
also forcing firms to be more diverted towards nature. Many firms are using
green issue as strategy. It can be assumed that firms marketing goods with
environmental characteristics will have a competitive advantage over firms
marketing goods with non-environmental characteristics.
GOVERNMENT INTERVENTION
Four mechanisms of Govt. Intervention are: (a) Regulation (b) Reformation
(c) Promotion and (d) Participation.
The Environmental Marketing Claims Act (E.M.C.A.) has following
5 objectives:
-Prevent the use of misleading environmental marketing claims
-Empower consumers with reliable and consistent guidance with respect to
environmental marketing claims
-Establish best manufacturing practices, products and packages
-Encourage the development of innovative technologies when producing
products and packages
and
-Encourage both consumer and industry to adopt habits and practices that favour
natural resources conservation and environmental protection.

STRATEGIES RELATED WITH GREEN MARKETING:

(1) Having the detail knowledge of environmental issues affecting consumer,
products and services (2) Manufacturing new products and services
keeping in mind green issues and affordable price (3) Inform consumers
about environment loving technology, materials and design (4) Establish
credibility for firm. (5) Build coalitions with environment related departments
(6) Continuously striving for nil environmental impact of products and
services (7) Enhance public relation i.e. informing about corporate
commitment towards environment (8) Four Rs of corporate marketing
strategy are: (a) Re-direction of customer needs (b) Re-consumption (c)
Re-orientation of marketing mix and (d) Re-organization are appropriate for
promoting sustainable development.
CROP FARMING:
Crop or stock farming is where only natural fertilizers, pesticides and nutritional
supplements are used. Hormones and synthetics chemicals are not used at all.
Consumers in developed countries and a few in developing countries have
become more health conscious and they have restored spending to greener,
healthy and natural foodstuffs. They are willing to spend more on organically
produced and labeled products. Farmers in developed countries are encouraged
to convert their existing farm into organic farms and are fully supported with
financial incentives.
The International Federation for Organic Agriculture Movements (IFOAM), an
International umbrella of organic agricultural accreditation program has been
quite successful in this respect. While in India, lack of national organic rules,
regulations and specific standards, absence of accreditation body, inadequate
certifying agencies and unrecognized 'green' marketing and retailing channels
are not proper for farmers and consumers. In order to develop strong domestic
organic market and capture mounting export potential, Government of India has
to expeditiously frame a comprehensive rule, regulation and standard guideline

for the production, handling, processing, labeling and marketing of organically

produced foods.

Source: International Federation for Organic Agriculture Movements (IFOAM)

Govt. of India has recently initiated working on and is planning to launch National
Program for Organic Production (NPOP).
GREENPEACE IN LUCKNOW
Greenpeace has started operations in city. Greenpeace, a global environmental
entity started its operations on January 5, 2008 in the state by opening its offices
here in the capital city. Greenpeace had recently co-organized a protest against
proposed field experiments of genetically engineered crops in Luck now.
Greenpeace is a campaigning organization that works on global environment
issues like climate change, toxic contamination in the environment, preventing
release of genetically engineered organisms into environment and protecting the
bio- diversity of our oceans. Non violent direct action is at the heart of
Greenpeace campaigns. Lobbying and research is also part of their work. The
internationally renowned NGO currently has 11 offices in India, spread across 8

metros and major cities like Panjim, Jaipur, Cochin and Luck now. The
organization is currently in an expansion mode and plans to establish 3 more
offices in 3 other cities. Siddhartha Dutta, Regional Manager, Greenpeace India
Limited said, We hope to engage the people of this city and work together
towards a greener future.
Greenpeace has a presence in 40 countries across Europe, America, Asia and
the Pacific. To maintain its independence, Greenpeace does not accept
donations from governments or corporations but relies on contributions from
individual supporters and foundation grants.
ENVIRONMENT DAY
The United Nations established the World Environment Day in 1972 to mark the
opening of the Stockholm Conference on Human Environment. Since then,
June 5 has been celebrated as the 'World Environment Day'.
The day is one of the most prominent methods via which the United Nations
generates worldwide awareness of the environment and strives to focus political
attention on a matter so crucial to our very existence and urges immediate action
to protect the environment.
On this day various programmes are organized like tree plantation camp, check
of air, water, noise pollution, cleaning of rivers, proper disposal of wastes etc.
GLOBAL WARMING
Except for nuclear war or a collision with an asteroid, no force has more potential
to damage our planets web of life than global warming. Global warming has
emerged as the serious issue after the possibility of a nuclear war. Global
Warming has the potential to wipe out the very existence of human race on earth.
Experts in the field of climate change predict that global warming would lead to
increase in temperature by about 3 degree to 5 degree by the year 2100.This
would in turn melt the glaciers across the world, raise the sea levels to an extent
6

that all the cities on coastal areas would get submerged. According to
conservative estimate, sea levels are expected to raise at least 10 meters by
2100, so a situation like sea enveloping Mumbai and Kolkata could come true for
India. According to Ban Ki Moon, Secretary- General, UNO has warned that there
will be severe storms, heat waves, droughts and floods, climate change affected
the quality and availability of water and flood which are our fundamental
determinants of nutrition and health. Certain gases like Carbon di-oxide, Methane
and Nitrous oxide, which are present in the atmosphere, keep our earth warm
making it a life-sustaining planet. Problem arises when human made processes
like deforestation and excessive use of carbon based fuels increase the
concentration of these gases in the atmosphere. Today, businesses in India are
operating in a globalized environment and therefore have to adhere to global
norms and standards of carrying out their various business processes. Indian
businesses have already started facing tremendous pressures from various
national and international bodies to raise their environmental compliance. Hence
there is an urgent need for conducting in-depth studies and research on various
aspects of business impacts of climate change and suggest appropriate
strategies. At present no educational institute in the country is carrying out
focused research on this very important and crucial issue. Environmental
concerns have become further important to industry because by being Green
they can make money. It is ethical and moral responsibility of each and every one
of us to avoid mutually assured destruction.
Sayings:
A detachable burden easily shifted to the shoulders of Good, Fate, Fortune,
Luck or ones neighbour. In the days of astrology it was customary to unload it
upon a star.
Ambrose Bierce
Leadership isnt about waiting for everybody to agree. Leadership is about doing
the right things and doing it early.
Peter Darbee

We are made wise not by the re-collection of our past, but by the responsibility
for our future.
George Bernard Shaw
Profits are like breathing. You have to have them. But who should stay alive just
to breathe?
Maurice Mascarhas
Most of us can read the writing on the wall; we just assume its addressed to
someone else.
Ivern Ball
We have not passed that subtle line between childhood and adulthood
until.we have stopped saying It got lost and say I lost it.
Sidney J. Harris
Except for nuclear war or a collision with an asteroid, no force has more
potential to damage our planets web of life than global warming.

RESEARCH METHODOLOGY
A research work has been conducted to find out the awareness related with
Green Marketing in Automobiles (Bikes) and what peoples do related with fumes
of bikes and their extent of support towards Green Marketing. On the basis of
findings suggestions were given.
Sample Size: 150, Population: Male and Female, Data Collection Instrument:
Questionnaire, Demographic: Family Members of different colonies and
Geographic Location: Janakipuram, Vikas Nagar, Keshav Nagar and Aliganj
Area, Luck now, U.P.

RESULT:

It has been found through research that most of the respondents are not
aware of the term Green Marketing as well as Green Bikes.

It has been found that respondents are aware of the term pollution as well
as are environmental concerned.

It has been found through research that respondents do not maintain their
automobiles (bikes) which lead to smokes thus enhancing pollution.

It has been found through research that larger sections of the respondents
are giving ideas to the manufacturers for producing more and more ecofriendly bikes.

It has been found through research that respondents are not ready to
maintain their bikes mostly because of laziness, then due to busy
schedule i.e. no time and lastly due to inconvenience.

It has been found through research that respondents are ready to pay
more for bikes which are reducing pollution i.e. eco-friendly bikes. It also
shows that they have purchasing power.

SUGGESTIONS:

People should be made aware of the terms as well as benefits of Green

Marketing and Green Products. Younger generation who would be
becoming future managers and entrepreneurs must be educated which
will help them to implement.

People should be educated about proper maintenance and about proper

benefits of servicing their bikes through mechanics as well as through
service stations for controlling their bike fumes.

People should minimize the use of non eco-friendly bikes.

Government should lay strict rules and should ensure its enforcement.

People should leave their laziness because it is a known fact that laziness
will not help one to achieve success and they should also try to manage
their official work in such a way that they can have times for important
other personal works. By the above technique they can maintain their
bikes doing favour to the society by checking pollution.

GREEN MARKETING IN CONTEXT WITH SWOT:

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S
STRENGTHS
A well-defined corporate policy with procedures and guidelines ensure its
effective implementation as one of the important strengths. A welldeveloped organizational planning process enables the firm to anticipate
opportunities and threats.
W
WEAKNESSES
In-accurate activities and poor planning can be the weaknesses.
O

OPPORTUNITIES

Opportunities can be: Marketing to segments who are becoming more

environmentally aware and concerned which is consumers new attitude.
(b)Organizations perceive Green Marketing to be a competitive advantage,
relative to their competitors.

THREATS

(1) There is un-certainty as to which Green Marketing activities are acceptable

from a Government perspective. (2) The possibility of backlash (a strong and
angry reaction by a large no. of people) from consumers on existing Green
Marketing claims.

EXAMPLES:
(1) HONDA-In mid 2002 became the first automaker to receive certificate for introducing a
car powered by hydrogen fuel. (2) MERCEDES BENZ-Advertisement having messaged
green piece-a car on the road shouldnt be a burden on the land. (3) Mc DonaldsTrays, napkins, bags and even the stationery are made from re-cycled paper. (4) P & GsTide is phosphate free containing bio-degradable cleaning agents and packed in a recycled content bottle. (5) Many resorts and hotels are planting trees. (6) XEROXIntroduced a high quality re-cycled photocopier paper. (7) Kodak recyclable cameras
which were designed not to be discarded but to be recycled and reused.
CONCLUSION:
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Responsibility for environmental degradation goes to the bike manufacturers but

they alone are not the main cause for it because ultimately it is consumers who
demand goods and do not maintain them leading to environmental problems. It
must be remembered that it is the un-caring consumer who chooses to run bikes
with rough hands without servicing so it is not the only responsibility of the bike
manufacturers but rather they can have more impact on environment. This
means that it is not only their responsibility to be environmental conscious.
Firms can have great impact on Natural Environment through association
between top management and lower management for developing better internal
and external environment. For effective and efficient implementation of this
concept of Green Marketing the factor that plays a major role is the Government.
The concept can only be conceptualized by the Governments strict rules and by
the application of Governments authority. This means that there is a true fact that
the Consumers, Manufacturers and the Government should work in unity for
achieving the common goal of minimizing the environmental pollution and in
making this world a better place to live in.
Green Marketing can develop world a place to LIVE IN, making the life
HAPPIER and HEALTHIER. It can form a link between HEALTHY ECONOMY
and HEALTHY ECOLOGY. Green Marketing can bring SWARG on earth
SWARG HAI YAHI.
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12

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