dissertation on green marketing

Essays on green markets and green marketing

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March 22, 2019
Affiliation: Kenan-Flagler Business School
Firms develop and market their environment-friendly activities not only to contribute to society but, more importantly, to be perceived as environmentally responsible, capture the willingness to pay of green consumers, and increase profits. At the same time, many firms are convinced that the associated increase in costs and uncertain financial benefits will erode their competitiveness. Environmental developments require firms to identify the sources of improvement and make appropriate adjustments, which often entail extensive analyses and costly alterations. The difficulty in measuring emissions along the entire supply chain and the unclear market response make it difficult for firms to manage their environmental initiatives. Furthermore, with recent developments in markets for greenhouse gas emissions, firms are faced with the task of strategically managing a portfolio of internal and external approaches to optimizing their environmental performance. The first essay of this dissertation provides a market-based synthesis of the possible opportunities for green within and across a firm's business model. A review of operationally internal approaches to environmental management, advancements in external carbon markets, managerial and operational issues involved, and demand-side implications are discussed. In the second essay, an empirical investigation is first conducted on the market-side response to product carbon footprints and carbon offsetting claims. Based on the findings, a theoretical model is then developed to understand how a firm, faced with a market where consumers differentially value distinct carbon footprint-reducing approaches, can manage its portfolio of environmental initiatives. In the third essay, a theoretical model is developed to investigate the impact of the voluntary carbon market and the resulting availability of carbon offsetting as a footprint-reducing initiative on competition and the environment. Taken together, this dissertation provides an outline of the areas of green, both internal and external to a firm's operations, and the influence of the voluntary carbon market on firms' environmental management strategies
Business administration
https://doi.org/10.17615/wjrm-9x54
Dissertation
In Copyright
Balasubramanian, Sridhar
Doctor of Philosophy
University of North Carolina at Chapel Hill
February 14, 2015

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Dissertation topics on green marketing

How is sustainable development beneficial to the use of greener marketing on a daily basis? How to use communication in the implementation of green marketing? Here you will find some ideas for a dissertation studying green marketing.

Credit Photo : Unsplash Lawrence Kayku

Topic 1 - Marketing and its link to sustainable development

The concepts involved are those of marketing and sustainable development. Over the years, they have become closer and closer, with any business looking to implement greener marketing. Problem: how is sustainable development beneficial to the use of greener marketing on a daily basis? Talk about sustainable development in companies, ecological products and their impact on consumer choice. Also, deal with greener communication and everything relating to the environment and its protection in the actions carried out by the groups. Give specific examples.

Topic 2 - Communication and green marketing

The two concepts have been linked for a short time, especially since communication and sustainable development can be seen as sometimes contradictory concepts. Problem: how to use communication in the implementation of green marketing? Talk about business communication methods, their impact on green marketing, and their usefulness. Talk about awareness factors in companies and what exactly is meant by green marketing. What are its advantages and disadvantages? What are the differences with more traditional marketing?

Topic 3 - New technologies and ecology in companies for more responsible marketing

These two notions are paradoxical, new technologies are often not compatible with ecology. The constructions of men on the planet to allow the development and operation of new technologies clearly appear to be in contradiction. Problem: how to combine new technologies and ecology within companies as part of more responsible marketing? Talk about the concept of green marketing, define the nuances and responsibilities of each player in the context of environmental protection. What new technologies are used, and how do they serve the objectives of green marketing on a daily basis?

Topic 4 - Reconciling the ecological argument in a new green marketing

The ecological argument has become essential in companies, both for managers and for new candidates from the younger generations, who are increasingly interested in the ecological question. Problem: how are ecological arguments essential for the well-being of a company and the development of more reliable marketing? Talk about consumers and their new vision of advertising communication. Why do the old ways no longer work? How to implement more responsible marketing, and for what objectives? How to combine ecological objectives and commercial objectives? What influence does ecology have on consumers and on business partners?

Topic 5 - Green marketing: a real issue or a fad?

The question that many consumers or even professionals ask is whether green marketing is just a trend of the moment or a real commitment. Problem: is green marketing a new way of considering communication or a purely commercial opportunity? Talk about the contributions of green marketing compared to traditional marketing. What are the changes? How is green marketing defined? Give examples of green marketing campaigns and their influence on the merits of the company. Why do some people call green marketing an opportunistic method? Sources : Codeur, Vie publique, Acteur durable

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Dissertation Methodology: Green Marketing and Green Purchasing

Green marketing and green purchasing behaviour.

This chapter consists of numbers of sections. First, we will introduce and discuss about marketing follow by green marketing, the evolution of green marketing and also the green purchasing behavior in Malaysia. Besides, it also reviews the green purchasing behavior and the literature on the factors that affect the green purchase behavior among Malaysian consumer.

2.1 Review of the Literature

2.1.1 Green Marketing

On a daily basis, we can routinely found much news about the global environmental issues appear in the popular press, magazines, television news shows and other form of media. Global environmental problems such as dwindling natural resources, pollution, acid rain and global warming by now becomes a challenge to the human live. According to Dunlap (1991), media, legislator and also the society began to pay attention and concern about the environment due to the broad range of threats to environmental quality. In 1970, environment had become a main national concern. Due to this, organization starts to get the idea to go green for the purpose to absorb more value and benefits.

According to Menon & Menon (1997), green marketing become a part of the overall corporate strategy (Prakash A., 2002). The term of “Green Marketing” appear often in the press and was using by the organization which goes green (Polonsky, 1994). However, public do not understand what it is and always link it to the selling or advertising the goods with environmental characteristics. Truly, green marketing has a broad range of concept, which can be applied to consumer goods and services. Polonsky (1994) state that, 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.

As cited in “An Introduction to Green Marketing” by Polonsky (1994), there are several literatures suggested reasons for the increased use of green marketing by organizations. The five liable reasons are: 1) Organizations identify environmental marketing to be an occasion that can be used to achieve its objectives (Keller 1987; Shearer 1990), 2) Organizations believe they have a moral obligation to be more socially responsible (Keller 1987; McIntosh 1990; Shearer 1990; Freeman & Liedtka 1991; Davis 1992), 3) Governmental bodies are forcing firms to become more responsible (NAAG 1990), 4) Competitors’ environmental activities pressure firms to change their environmental marketing activities (NAAG 1990), 5) Cost factors associated with waste disposal, or reductions in material usage forces firms to modify their behavior (Azzone & Manzini 1994).

Today, society start to concern about environmental issues and organizations realize that they must behave in an environmentally responsible manner. Therefore, they ought to pursue this tendency in order to achieve environmental objectives as well as benefits related objectives. As a result, company will embrace the environmental issues addicted to their organization’s culture. Company will view green marketing as two different standpoints: first, firms use the fact that they are environmental responsible and use it as a marketing tool. Second, firms take it as a responsibility but do not promoting it. With this, organization believes that they may gain competitive advantage from this behavior (Polonsky, 1994).

Intended to success in green marketing, it requires efforts from different parties such as consumer, organization, and government. Consumers who desire for clean environment, they have the willingness to pay more for green product. Government has to put in some effort to “persuade” their citizen to become more environmental friendly. Besides, government also can control the level hazardous that the factories produce. With the government regulation and the co-operation from their citizen, green marketing that the firms bring in will be run more efficiently in the future.

2.1.1.1 Evolution of Green Marketing

In the late 1960s the United States began the modern environmental movement and became the world leader for environmental reform. At that time European countries were still engaged in completing post-World War II economic recovery (Flattau, 1990). During the 1980s European environmental interest and action began to grow.

The greening of corporations on both sides of the Atlantic have affected by many factors (Marc Lampe and Gregory M. Gazda, 1994). The most important catalysts and pressures that have resulted in green marketing have been identified and are stated as follow:

Environmental Damage and the Media

Public Opinion and Social Concern for the Environment

Social Forces and the Greening of Business

Green Political Power

Environmental Law

Consumer Attitudes and Green Purchasing

Institutional Pressures — Investors and Employees

Since 1980s, green marketing has gone through few phases. According to Charter and Polonsky (1999) as cited in the study “Opportunities for Green marketing: young consumers”, green marketing is the advertising or promotion of a product based on its environmental performance or an enhancement thereof (Lee, 2008). At the first decade, a lot of marketers thought that they will get encouraging responses from their customers, such as increase in image, market share and sales from their green action. However, Wong et al. (1996) found that, although the environmental problems are the majority concern issues in the society, but, the market growth for green products was disappointing.

In the years of 1990s, marketers encounter the criticism of green marketing (Lee, 2008). Schrum et al. (1995) exposed that consumers’ purchasing behaviors are not interrelated with the manners of environmental concern and the affiliated desire for green products of a person (Lee, 2008). Mintel (1995) put forward a report about the environment and prove that there was only little increase in green consumers and found that there is a considerable gap between the concern and the actual purchasing behavior (Peattie & Crane, 2005). According to the National Consumer Council (1996), the rate of recurrence and status of green claims was also found to be decline. . Although green product growth continued strongly in certain markets, such as in food, tourism, and financial services area, however, there was no longer talk about the impressive growth of green product introductions across the majority of markets.

As society establishes growing awareness with the natural environment, businesses have begun to alter their behavior in an attempt to meet the changes. Some businesses have been quickly adapting concepts like environmental management systems and waste minimization. Besides, environmental issues into has also been integrated into all organizational activities. This proved by the development of journals such as “Business Strategy and the Environment” and “Greener Management International,” which are particularly designed to disseminate research concerning business’ environmental behavior. The popular press has been bombarded by terms like “Green Marketing” and “Environmental Marketing. Many governments around the world have become so concerned about green marketing activities that they have attempted to regulate them (Polonsky, 1994a).

Green marketing is considered as one of the major trends in modern business (Kassaye, 2001; McDaniel and Rylander, 1993; Pujari and Wright, 1996; Simms, 1992). The demand for ecological products and sustainable business activities was determined by the customers’ growing awareness concerning environmental issues, pressure from government especially in industrially developed countries, competitive pressure as well as cost and profit issues (Polonsky & Michael Jay, 1994). In the year 2000s, Gura˘u & Ranchhod (2005), Ottman (2007) found that, many green products have significantly improved and recovered consumer confidence due to the reasons of the implementation of more advanced technology, stricter state enforcement on deceptive claims, government rules and incentives as well as closer scrutiny from various environmental organizations and the media.

Besides, green marketing gradually increase the forces again with the constant ascend of growing global concern about the environmental quality. “Sustainable development” always being pressed as the province theme in twenty-first century trade, two trends is predicted as foreseeable in the future of green marketing. Initially is the concept of an eco- friendly approach in doing business will be pushed into the ordinary. Secondly, corporations from developed countries will kick off international green marketing in order to expand their market, increase their sales and take advantage of positive image of their green brands established in their domestic markets (Lee, 2007).

Peattie and Crane (2005) have found five marketing practices which vulnerable the development of green marketing which also effectively hampered the development of the mainstream of marketing in the past. They are green spinning, green selling, green harvesting, entrepreneur marketing and compliance marketing. Green spinning is taking a hasty approach by using relations to refuse or discredit the public’s criticisms against the company’s practices. Green selling means that organization taking an opportunistic approach by adding some green claim to existing products with the objective to enhance sales. Follow by green harvesting; which means that the company become enthusiastic about the environment only when greening could result in cost savings such as in terms of energy and material input inefficiencies, package reductions and etc. Then, the company also will practice the entrepreneur marketing which means that they will develop the inventive green products to market without truly identify with what the consumers actually need. Lastly, the compliance marketing is the company use easy conformity with implemented or expected environmental legislation as an opportunity to promote the company’s green credentials without taking initiatives to go beyond responding to regulations.

2.1.2 Green Purchasing Behavior

Nowadays, it has been reported by Roberts, (1996); Straughan and Roberts, (1999), a number of studies that consumers have turn into increasingly aware of the importance of environmental problems. (Laskova, A., 2007). For example, an amount of consumers are factoring in environmental issues in their purchase decisions (e.g. whether the product is made from recycled materials). Although the environmental awareness had increase, yet from Ottman (1992), the demand for green products has been shown to be irregular across different market segments.

Green purchasing can be defined as “the purchasing of procurement efforts which give preferences to products or services which are least harmful to the environmental and human health”. (Lee, K. L., 2004). According to Mostafa (2007), green purchasing behaviour is defined as the spending of products that are helpful to the environment; recyclable or conservable and sensitive or responsive to ecological concerns.

Generally, green product can be known as an ecological product or environmental friendly product.(Tan, B. C. and Lau, T. C., 2010). Based on Shamdasani et al., (1993), green or environmentally friendly products are largely defined as products that will not contaminate the earth or deprecate natural resources, and can be recycled or conserved. (Mostafa, M. M., 2006). Stone et al., (1995) provides evidence showing that there is an increasing number of consumers in U.S. and Western Europe are turning to more environmentally responsible in terms of their personal habits and lifestyles while Phillips (1999) tells 50% of Americans declare to look for environmental labels and to change brands based on environment friendliness.(Mostafa, M. M., 2006). Suchard and Polonsky (1991) report that respondents are willing to pay 15% and 20% more for green products.(Mostafa, M. M., 2006). Due to consumer are changing their personal habits and lifestyles, Martin and Simintiras (1995) consumers may turn their environmental concern into actively purchasing green products commitment. (Tan, B. C. and Lau, T. C., 2010)

From Li, L. Y. (1997); Maloney &Ward (1973) said that empirical studies have established a significant positive relationship between ecological intention and behaviour. (Chan, R. Y. K., 2001). Moreover, Chan, R. Y. K. (2001) hypothesized that attitudes toward green purchase will affect green purchase behaviour through the mediating variable of green purchase intention..

In addition, western literature has provided facts that environmental behaviour is related to the following variables: environmental attitude (Kaiser et al., 1999), environmental concern (Schultz et al.,2004), perceived seriousness of environmental problems (Garcia-Mira et al., 2005),perceived environmental responsibility (Manzo and Weinstein, 1987), perceived effectiveness of environmental behaviour (Manzo and Weinstein, 1987), concern for self-image in environmental protection (Lee, 2007), and peer influence (Ryan, 2001).( Lee, K., 2008)

2.1.3 Social Influence

Social influence is one of the most persistent determinants of an individual’s behavior. This statement can be proof by the existing literature on stuff use. From the research by Lee (2008), social influence was the most influential predictor of green purchasing behavior. In addition, in the journal “A Study on Consumers’ Green Purchasing Intention”, social influence was found to be positively and ranked as the second top factors which affect the green purchasing intention by the researcher. Morgan and Grube (1991) state that, cigarette smoking; alcohol and other drug use were used in social situation. This explains the major part of consumer weakness of interpersonal influence. Based on the study in Social Cognitive Theory by Bandura (1989), he state that there are bidirectional influence between personal behavior and the environment. Individuals’ expectation, beliefs and cognitive competencies will be modify and develop by the social influences and physical structures within the environment (Cheah, 2009). Consequently, it can perceive that one’s buying behavior and the buying decisions are strongly related and influence by their social environment, which include the family, friends and peer networks.

According to Rashotte (2006), social influence can be defined as the changes in an individual’s thoughts, feelings, attitudes, or behaviors that results from interaction with another individual or a group. People will choose to adjust their belief and behavior in a condition that they respect to others whom they feel similar. Individuals are adapting to particular attitude when majority of individuals’ referent group holds the exacting attitude. In addition, individuals may change the opinion with the influence of others who are perceived as an expert in the matter in hand.

Social influence is not the conformity, power or authority. Conformity only occurs when a person expresses an opinion or behavior on behalf to meet the expectation given by others, although he or she does not hold the belief that the behavior is correct. Nevertheless, power is the aptitude to coerce or persuade someone to perform in a particular way by controlling his or her results and authority is the power that is believed to be legitimate rather than coerce by those who are subjected to it (Rashotte, 2006).

Martin and Bush (2000) proposed that, individuals learn broad behaviors and attitudes from past experiences. Besides, previous research result also indicated that consumers learn and structure their behavior from not only from past experiences, but also based on the observation on others and through the electronic or printed media (Bandura, 1977 as cited in Cheah, 2009). From this, it can be perceived that individuals’ buying behavior are expand and affected by their surrounding agents such as family, friends, media as well as school (Moschis, 1981; Ozgen, 2003).

2.1.4 Environmental Attitude

Passing years, public are exhibited with more and more facts which shows that human behavior is the main factor that harmfully affecting our natural environment. Environmental problems of shrinking natural resources, pollution, and population growth challenge the ways people live. Newhouse (1990) state that, environmental attitude is considered one of the best promising concepts to the ecological behavior (Kaiser et al, 1990).

Environmental attitude can be defined as an educated disposition to react consistently to the favorable or unfavorable manner with respect to the environment (Nik Abdul Rashid, N.R., 2009). There are some reliable empirical evidence shows that there is a positive relation between environmental attitude and behavior. The research done by Kaiser et al. (1990), state that environmental attitude is the powerful determinants of ecological behavior. In this study, also proposed that environmental attitude can be measured by the knowledge, affect and intentions (Sia et al., 1985 86; Berger & Corbin, 1992; Axelrod &Lehman, 1993). Kaiser’s study (1990) also proposed that environmental knowledge, environmental values and ecological behavior intention are suggested as the theoretical outline of the theory of planned behavior. Thus, perception can be made that, the person who have environmental attitude can behave positive ecological behavior.

According to the Ajzen and Fishbein’s Theory as cited in Ecological Concern, Attitudes, and Social Norms in Voting Behavior by Gill (1986), the determinants of behavioral intention are attitude toward the behavior and subjective norm. The determinants of attitude are cognitive arrangement such as the beliefs that the behavior leads to certain conclusion and the evaluations of those outcomes. At the same time, the causal of subjective norms are normative structure, for example, the beliefs about the normative expectations of specific referents and the inspiration to fulfill with those expectations.

2.1.5 Environmental Concern

Based on the previous study done by Maloney and Ward (1973), environmental concern also known as “ecological concern”, which refers to the degree of emotionality, the amount of specific factual knowledge and the level of willingness as well as the extent of the actual behavior on pollution-environmental issues (Ahmah & Juhdi, n.a.).

In the research “Examining Why Consumers Intend to Purchase Ecologically Sound Products”, the result shows that the most important determinants mediated by attitude are environmental concern (Angela, 2001). From this, we can perceived that consumers who are environmental concern, he or she are more likely to form positive environmental attitudes. Moreover, environmental concern also ranked as the second top predictor of green purchasing behavior in the research completed by Lee (2008).

Arnocky et al. (2007) state that, a person can possess any one of the three types of environmental concern, which is egoistic environmental concern, altruistic environmental concern and biospheric environmental concern. The person who holds the egoistic environmental concern, he or she believe in the effect of environmental destruction may have on themselves. Therefore, he or she will protect the environment since they don’t want to drink dirty water or breathe the polluted air. For the people who are altruistic environmental concern, they are concern for other people in relation to the environment. A person who is bioshperic environmental concern, they believe that human beings be supposed to not threat our environment since we are a part of the nature and all species have the right to survive.

Environmental concern or ecological concern is related to the individual’s consumption behavior (Cosby, Gill and Taylor, 1986). Over the years, Lorche (1996) found that, most of the consumers start to concern about the environment because they realized that their purchasing behavior are the direct impact to the ecological problems (Ahmad & Juhdi, n.a.). Dunlap and Van Liere (1978) have defined environmental concern in their research as a global attitude with different effects on behavior through behavioral intention (Cheah, 2009).

2.1.6 Perceived Seriousness of Environmental Problems

Environmental problem is a known process within the environment which has negative effects on the sustainability of the environmental quality necessary for the well being of the organisms living in it.

P. Wesley Schultz (2000) mentioned that there was a large amount of research has associated environmental problems to the human tendency to act in one’s own interest (e.g., Bamberg, Kuhnel, & Schmidt, 1999; Diekmann & Preisendorfer, 1998; Hardin, 1968, 1977; Kaiser, Ranney, Hartig, & Bowler, 1999).

Some Western journal also provided that environmental behavior is related to perceived seriousness of environmental problem. It is saying that individuals discriminate between global and local environmental problems when they make judgments about environmental problems. Therefore, environmental education seems to be to relate the global to the local, and the future to the present, so as to increase the involvement of the participants in pro-environmental behavior (Garcia-Mira et al., 2005)

Basically, environmental problem is considered serious by majorities and the trend over the past decade is moving upward. Majorities see environmental quality as deteriorating and it is likely to continue to deteriorate. Although it remain unclear in the strength of environmental concern, but majorities see environmental problems as worsening and increasingly intimidating to human being. Environmental problem that expected to become deteriorate include water pollution, air pollution, global problems as well as local problems and less noxious problems such as the use of plastic.

The trends indicate that public concern for environmental problems has reached an unprecedented high. There is increasing majorities support government action to protect environmental quality. Besides, majorities regularly hold up with environmental protection over economic growth as well as signify a personal willingness to pay the cost of such protection (Riley E. Dunlap et al., 1991).

2.1.7 Perceived Environmental Responsibility

Environmental responsibility is the obligation of an individual to take actions which protect and improve the environment as a whole.

An individual or institution is responsible for environmental problems when they:

[…] occupy a social role that makes them accountable for certain outcomes; and/or that

particular actions they take lead to unfavorable outcomes; with or without recourse to their intentionality and/or their ability to be held accountable (Hobson, 2006).

Conceptually, environmental responsibility suggests we are all need and/or obliged to enact collective solutions to rapidly increasing environmental problems. It also saying that working-up of moral selves is undertaken in relation to consumption practices (Barnett et al., 2005).

A person’s environmental behavior can be predicted by how responsible a person feels for the environment (Kaiser & Shimoda, 1999). Study showed that people can feel responsible in at least two ways (Kaiser, 1996). One way refers to morality and the other one is conformity to social expectations or conventions. Moral responsibility feelings depend on a person’s self-ascribed responsibility (i.e. a deliberate responsibility judgment) and guilt feelings (Kaiser, 1996). Conventional responsibility feelings depend on the social expectations a person is responsive to and his or her willingness to meet these expectations (Kaiser & Shimoda 1999; Kelman & Hamilton, 1989).

Other than that, the norm-activation theory of Schwartz (e.g. Schwartz, 1977; Schwartz & Howard, 1981), which promotes responsibility as a personal moral obligation, is the most prevalent one on the subject of environmental behavior (Fuhrer, 1995; Fuhrer & Wolfing, 1997; Kaiser, 1999).

2.1.8 Perceived Effectiveness Environmental Behavior

Perceived consumer effectiveness (PCE) refers to consumers’ attitudes and responses to environmental appeals which are a part of their belief that individuals can positively influence the outcome to such problems. (Straughan R. D. & Roberts J. A., 1999)

According to Rothbaum, Weisz, and Snyder (1982), theorist had studied in the areas of learned helplessness, locus of control, and perceived control and found out that PCE is connected to these areas. (Ellen P., Wiener J. & Cobb-Walgren C., 1991)

From Tesser and Shaffer (1990) generally, nowadays researcher classify an attitude as basically an evaluation of an issue or problem and perceived consumer effectiveness as an approximation of the degree to which personal consumption activities contribute to a solution to the problem. (Ellen P., Wiener J. & Cobb-Walgren C., 1991)

Besides that, derived from Ajzen (1985); Ajzen and Madden (1986) said that the level to which a person feels that he or she has little behavioural control over the performance of a behaviour has been shown to uniquely lessen behavioural intentions and behaviour, even in situations where attitudes and or social norms toward the action are very positive. Additionally, PCE should affect intentions and behaviour if individuals believe their behaviour will or will not lead to the desired outcome. (Ellen P., Wiener J. & Cobb- Walgren C., 1991)

Moreover, a study had also found that perceived consumer effectiveness was a remarkable predictor of three environmental behaviors: purchasing, recycling, and contributing to environmental groups. (Ellen P., Wiener J. & Cobb-Walgren C., 1991). Therefore, perceived effectiveness of environmental behaviour can be a significant predictor in green purchasing behaviour.

2.1.9 Concern for self-image

According to Terpstra and Sarathy(1997), the reason consumer purchase products are for its utility, function, performance, image and status and based on the study from Elliot(1997), consumer spend on product for the symbolic meaning while revealing their images.( Chiu, K. K. S.,Lin, R. J., Chiu, C. K. and Chang, T. Y. T., 2007).

Individuals like to have a self-image as a responsible person (Kjell Arne Brekkea, Snorre Kverndokkb, Karine Nyborg, 2001), from this, their behavior in green market place can be closely determined by how purchases of different goods will influence this self- image.( Kristina Ek And Patrick Soderholm, 2006).

From Zikham and Hong (1991) under many conditions, consumer’s self-image will affects his/her purchase decisions and consumers exercise products to illustrate, sustain, and reinforce their self concepts to themselves. (Sirgy, 1982; Wallendorf and Arnould, 1988; Zinkham and Hong, 1991). It is also founded that “purchase and consumption are good vehicles for self-expression” (Jamal and Goode, 2001, p. 483). .( Chiu, K. K. S.,Lin, R. J., Chiu, C. K. and Chang, T. Y. T., 2007).

Other than having preferences as a responsible person, individuals also prefer to have a positive image. From the studies of Ek, K. and Soderholm, P. (2006), they build an analysis model by implying that individual who’s choosing “green” will yield a self- image improvement.

Moreover, in the field of consumer behavior, Wright et al.(1992) recommended that an individual, before purchasing a particular product, they will assesses the match between the image related with this purchase and her/his self-image.(Mannetti L., Pierro A. and Livi S., 2004)

Engaging in pro-social behavior is also having linkage with self-image. For example, by purchasing a green products rather than conventional product can indicate to others that he or she is a pro-social, rather than a pro-self individual and consequently it can help individuals build a pro-social reputation. (Semmann, Krambeck, & Milinski, 2005; Wedekind & Braithwaite, 2002). (Griskevicius V., Tybur J. M. and Bergh B. V., 2009)

Additionally, acquiring goods are not only “bundles of attributes that yield particular benefits” (Holt, 1995, p. 1) but it is also an indication of symbolic meanings to the community. (Chiu, K. K. S.,Lin, R. J., Chiu, C. K. and Chang, T. Y. T., 2007). “It shows the world that its owner cares” (Maynard, 2007). (Griskevicius V., Tybur J. M. and Bergh B. V., 2009)

2.1.10 Relationship between Demographic Variables and Green Purchasing Behavior

There are six important moderating variables which will affect the green purchasing behavior towards green products; they are gender, age, marital status, race, highest educational holder and monthly income level.

2.1.10.1 Relationship between Gender and Green Purchasing Behavior

Gender is an important determinant towards green purchasing behavior. The environmental concern need to be taken into consideration before discuss about green purchasing behavior as it will affect the green purchasing behavior of an individual. Numerous studies’ results have dealt with the question of whether there are systematic differences between women and men with hold of environmental concern. Some of the studies such as Arbuthnot and Lingg (1975) as cited by Shen and Saijo (2008), stated that women are less environmental concern than men. On the other hand, in the study by Mainieri et al (1997), women show significantly higher interest than men in the green buying and on the environmental concern. Still, many other researchers found the opposite results. Therefore, gender has been set as one of the variable to investigate the green purchasing behavior.

2.1.10.2 Relationship between Age and Green Purchasing Behavior

Another item that used to test the correlation between socio-demographic and green purchasing behavior is age. Age is one of the main factors to determine the green purchasing behavior on an individual in many studies. Different level of age will encompass different level thoughts towards environmental issues. According to Shen and Saijo (2008), which stated that, young consumer will tend to more concern about environmental quality than elders consumers. Straughan and Roberts (1999) also argue someone who full-grown up in the moment in which environmental concerns have been a prominent issue at various stages, are probable to be more receptive on the environmental issues. The justification is because young consumers are the person who always supports the action of against the environmental worsening and they are the one who often attend to information about environmental issues than older generation. As a result, younger generation will tend to become more active in buying green products. Thus, age also need to take into account to investigate the green purchasing behavior.

2.1.10.3 Relationship between Educational Level and Green Purchasing Behavior

Education level is another demographic variable which used to investigate the relationship with green purchasing behavior. According to the Straughan and Roberts (1999), the education level and environmental issues are fairly more consistent than other demographic variables. Besides, education also expec

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20 Dissertation Topics on Sustainability and Green Technology

Published by Carmen Troy at January 9th, 2023 , Revised On January 9, 2023

Introduction

Looking for interesting and manageable topics on sustainability and green technology for your dissertation or thesis? Well, you have come to the right place.

The subject of sustainability, green technology, and environmental friendliness has gained tremendous importance over the last years – thanks to the ever-increasing pollution, climate change, and high production costs throughout the world.

Without wasting any more of your time, here are the 20 dissertation topics ideas in this trendy field, so you choose the one that is not only intriguing but also manageable for you.

These topics have been developed by PhD writers of our team , so you can trust to use these topics for drafting your dissertation.

You may also want to start your dissertation by requesting a brief research proposal from our writers on any of these topics, which includes an introduction to the topic, research question , aim and objectives , literature review along with the proposed methodology of research to be conducted. Let us know if you need any help in getting started.

Check our dissertation examples to get an idea of how to structure your dissertation .

Review the full list of dissertation topics for 2022 here.

2022 Research Topics on Sustainability and Green Technology

Topic 1: the role of artificial intelligence (ai) and green technology in the develpment of smart and sustainable towns.

Research Aim: This study intends to find the role of artificial intelligence (AI) and green technology in developing smart and sustainable towns. It will review the concepts of smart and sustainable towns to show their importance in the modern era to reduce global warming. Then it will assess the role of AI by analyzing various machine learning and deep learning models to show how these models can help develop smart and sustainable towns. Lastly, it will review what work has already been done in this area and what should be done.

Topic 2: Impact of Research and Development (R&D) Expenditure in Green Technology on the Sustainability Outcomes of the Construction Industry- A Case of Malaysian Construction Industry

Research Aim: This study intends to analyze the impact of Research and Development (R&D) expenditure in green technology on the sustainability outcomes of the construction industry in Malaysia. It will review the current green technology used in the Malaysian construction industry and its development. Moreover, it will show how the construction industry is spending to develop new green technology and how much it requires to make it completely sustainable. It will also identify various national and international sources which can invest in this industry to make it more sustainable.

Topic 3: What are the Motivating and Demotivating Factors for Green Supply Chain Practices? An Exploratory Study Finding the Factors Affecting Green Supply Chain Practices in the UK

Research Aim: This research will identify various motivating and demotivating factors (return on green investment, production output, local and global competitiveness, political support, international support, investors support, etc.) for green supply chain practices. It will study various industries in the UK, such as construction, hotel industry, retail industry, etc., find out how the abovementioned factors affected their interest in green technology and green supply chain practices. Moreover, it will assess the work done in this area and how various institutions can motivate these industries.

Topic 4: Influence of Green Advertising on the Consumer View of Green Technology and Sustainability in the US

Research Aim: This study shows the impact of green advertising on the consumer perception of green technology and sustainability. It will assess how various components of green advertising work and how they affect the consumer perception of the need for green technology. Moreover, it will analyze different green advertising strategies used by companies in the US to influence consumer perception and how these strategies can be improved to make US consumers more interested in the products, which are a product of environment-friendly production process.

Topic 5: Green Economy a Necessity? Impact of Green Technology on Sustainable Economic Growth and Development- A Case of ASEAN Economies

Research Aim: It proposes a framework to analyze the impact of green technology on sustainable economic growth and development. It will show whether the green economy is essential for growth and development or not. It will assess various effects of green technology on the economy and ecology. And show how improving ecology can benefit human development, which can be good for long-term economic growth in the ASEAN countries. Lastly, it will analyze the current progress of these countries in creating a green economy.

Covid-19 Sustainability and Green Technology Research Topics

Topic 1: covid-19 and the need to expand sustainable energy.

Research Aim: It’s high time to expand sustainable energy during COVID-19.

Topic 2: COVID-19 and the environment

Research Aim: This study will focus on the positive and negative impacts of COVID-19 on the environment.

Topic 3: Economic expenditure on the green environment during COVID-19

Research Aim: This study will review the economic expenditure and plans on the green environment during COVID-19.

Topic 4: The green economy after COVID-19

Research Aim: This study will analyse the current issues related to green technology and predict the future of a green environment after COVID-19.

Dissertation Topics Ideas on Sustainability and Green Technology for 2021

Topic 1: research on sustainable gardens.

Research Aim: This research aims to conduct research on creating sustainable gardens and identify their benefits.

Topic 2: Sustainable outdoor designs using recycled materials

Research Aim: This research aims to identify various methods of creating sustainable outdoor designs using recycled materials and identify their benefits.

Topic 3: Pollution-free disposal and recycling of trash

Research Aim: This research aims to identify various methods to ensure pollution-free disposal and recycling of trash

Topic 4: Importance of gardening- awareness and ideas for the city, terrace/roof gardening

Research Aim: This research aims to address the importance of gardening and its awareness among the public. It will also focus on identifying cost-effective and innovative ideas for the city, terrace/roof gardening.

20 Dissertation Topics Ideas on Sustainability and Green Technology for 2020

Topic 1: examining the economic impacts of green technology.

Research Aim: The research will involve comparing the costs incurred in developing green energy and the economic benefits. The services will be saved once alternative forms of materials and energy sources are used. It will be relevant in identifying whether it is worth investing in green technology from an economic perspective. It will also help in developing supportive policies that guide green technology.

Topic 2: How do national and regional politics affect environmental sustainability?

Research Aim: This research study will analyse the role of politics in the environment. It will explore the positive or negative impacts of individual political inclinations.

Topic 3: How sustainable is the environment in the current and forthcoming eras?

Research Aim: This research will analyse global trends and their impacts on environmental trends. Developments such as increasing population, climate change, and using various materials affect the people. It will inform about how sustainability measures can be structured to align with the trends.

Topic 4: Adoption of green energy by low-end users

Research Aim: The research will be based on realising a market niche that cannot afford or are not willing to spend on an expensive product. Additionally, the embrace of some advanced technologies varies across classes, mainly based on exposure. There is also the notion that green technology can be expensive, making the stated users reluctant to use it. Accordingly, the research will focus on the factors that make the users have their respective levels of using green technology.

Topic 5: How green technology can affect organisational processes

Research Aim: This research will analyze how processes that can include procuring and sourcing, producing, sales, marketing, and delivering products, among others, can be impacted once green technology is introduced. It will help analyse cost and time effectiveness and the satisfaction of the organization’s stakeholders. It can help recommend structural changes when an organisation is considering green technology.

Topic 6: To what extent does green technology contribute to environmental sustainability?

Research Aim: notably, several factors are contributing to environmental degradation and pollution. While green technology has been identified in previous research to ensure sustainability, its contribution can be compared with the other factors. Accordingly, recommendations can be made about whether it is the absolute solution to sustainability.

Topic 7: Green technology and global environmental sustainability frameworks

Research Aim: The study will assess how the frameworks affect the use of green technology. Various global environmental practices are commonly developed. The research will suggest any amendments to the frameworks to positively correlate them with green technology. Also, the topic will evaluate how the frameworks are implemented in various regions.

Topic 8: Green technology practices in developing countries

Research Aim: The research will explore the extent to which developing countries use and promote green technology. They are characterised by having a lower economy. The priority they have on sustainability will be established.

Topic 9: How do policies affect the use of green technology in a country?

Research Aim: The research acknowledges that regulatory bodies devise policies to guide various industries. The guidelines can be supportive or suppressive in the development and use of green technology. For instance, the bodies’ incentives can encourage green technology, while factors like high taxation can discourage it. Therefore, focusing on a particular country’s policies can be insightful into the level at which the technology is incorporated.

Topic 10: Incentives for green technology and environmental sustainability

Research Aim: The study will be purposed on how green technology can be promoted among users and manufacturers. It will first identify the challenges the users can use and apply the technology. It will also evaluate the level of sensitisation about green technology that people in a region have. The various stakeholders can execute the incentives in environmental sustainability.

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Research Prospect writers can send several custom topic ideas to your email address. Once you have chosen a topic that suits your needs and interests, you can order for our dissertation outline service , which will include a brief introduction to the topic, research questions , literature review , methodology , expected results , and conclusion . The dissertation outline will enable you to review the quality of our work before placing the order for our full dissertation writing service !

More Research Titles on Sustainability and Green Technology

Topic 1: what roles do ngos have on environmental sustainability and green technology.

Research Aim: The research will establish how NGOs can be incorporated into sustainability. NGOs have distinct objectives. While some are specific to environmental conservation, others focus on aspects that indirectly affect the environment positively or negatively. The study will then suggest how the NGOs can be motivated to advance their operations and promote green technology.

Topic 2: Impactful green thinking to achieve sustainability

Research Aim: The research analyses humans’ behaviour on issues that can promote sustainability. It explores how people can change their perspective on the environment and take measures at individual and collective levels. It will recommend some habitual changes that can positively impact the environment.

Topic 3: A holistic approach to environmental sustainability

Research Aim: Sustainability comprises various factors, ranging from behavioural, resources, technological, and procedural. Most studies have focused on particular sets of characteristics. However, it can be intriguing how integrating sustainability factors can be achieved. Also, it will be realised if implementing some measures of sustainability has any correlation to others.

Topic 4: Can there be a balance between lifestyle and green technology?

Research Aim: the study will assess the relationship between current lifestyle and green technology. It will be relevant in identifying the personal understanding of green technology’s contribution and how people are ready to adjust their lifestyle to technology. It will further show how green technology affects lifestyles.

Topic 5: How do businesses perceive green energy and environmental sustainability?

Research Aim: The research aims to identify how profit-making organisations approach green technology. It will focus on whether they find it less costly and useful. Also, it will establish whether they find products that involve green technology are usually marketable. Further, it will identify the organisation’s preference for the working environment, whether in regions that promote environmental sustainability or those that do not.

Topic 6: Examining sustainability policies in developed and developing countries

Research Aim: The research will compare regulations instituted in the two sets of countries. It will also assess the extent of implementation of the policies in the countries.

Topic 7: Challenges facing green technology as one of the drivers towards sustainability

Research Aim: The research will be based on green technology recognition as a crucial attribute to environmental sustainability. Despite the assertion, the technology has not attained universal coverage as it would be more impactful. The challenges can vary from economic, social, geographical, and regulatory, and it can then be recommended that the research focuses on a particular region. The results can also be analysed to identify any general challenges in the areas.

Topic 8: What is the consumer perspective towards green production?

Research Aim: Businesses target to satisfy the needs of consumers. The study will assess whether the consumer has a force towards producers that can make the latter inclined towards using green technology. This research study will essentially focus on the consumables industry.

Topic 9: Stakeholders’ contribution to green technology

Research Aim: The research will establish all the stakeholders in green energy. It will reveal their interests and drivers towards green technology. There will be an insight into whether there is a conflict of interests between the stakeholders and how they can be resolved. It will also help identify how the stakeholders can collaborate and integrate their resources and ideas.

Topic 10: Current trends in green technology and the future of technology

Research Aim: the research will aim to overview how green energy has been advancing over time. The trend will then help in predicting the future of green technology. Besides, it will be informative about the contribution green energy has had on environmental sustainability at various levels. It will then make recommendations about the optimum technology as per the available information and developments.

Also Read: Dissertation Topics in Engineering Management

How Research Prospect Can Help You?

We are aware of the problems students are likely to face when it comes to finding a suitable topic in sustainability and green technology. Therefore our expert writers are always looking forward to assisting you with your topic search.

We hope you could find a suitable topic from the 20 topic suggestions in green technology and sustainability as provided in this article. But even if you didn’t find any of these topics suitable for your needs, you can always contact us to get custom topics ideas from our expert writers.

Our team of expert writers in any field you like your work to be carried out in will facilitate you and ensure you get the grades that you are worthy of and deserve.

Important Notes:

As a student of sustainability and green technology looking to get good grades, it is essential to develop new ideas and experiment with existing sustainability and green technology theories – i.e., to add value and interest to your research topic.

Sustainability and green technology are vast and interrelated to many other academic disciplines like environmental engineering . That is why it is imperative to create a sustainability and green technology dissertation topic that is particular, sound, and solves a practical problem that may be rampant in the field.

We can’t stress how important it is to develop a logical research topic based on your fundamental research. There are several significant downfalls to getting your issue wrong; your supervisor may not be interested in working on it, the topic has no academic creditability, the research may not make logical sense, and there is a possibility that the study is not viable.

This impacts your time and efforts in writing your dissertation , as you may end up in the cycle of rejection at the initial stage of the dissertation. That is why we recommend reviewing existing research to develop a topic, taking advice from your supervisor, and even asking for help in this particular stage of your dissertation.

While developing a research topic, keeping our advice in mind will allow you to pick one of the best sustainability and green technology dissertation topics that fulfil your requirement of writing a research paper and add to the body of knowledge.

Therefore, it is recommended that when finalising your dissertation topic, you read recently published literature to identify gaps in the research that you may help fill.

Remember- dissertation topics need to be unique, solve an identified problem, be logical, and be practically implemented. Please look at some of our sample sustainability and green technology dissertation topics to get an idea for your dissertation.

How to Structure your Dissertation on Sustainability & Green Technology

A well-structured dissertation can help students to achieve a high overall academic grade.

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The Role of Green Marketing and its effect on Consumer and Corporation Behaviour in Scottish Tourism

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This document addresses the key perceptions of tourism consumers concerning ethical purchasing and responsible consuming so that it may be used by tourism organisations to; firstly, gain insight into ethical consumers, and furthermore, instigate behavioural changes through effective ‘green’ social marketing.

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Green Marketing: Advantages and Disadvantages

Published Date: 22 Feb 2018

Disclaimer: This dissertation has been written and submitted by students and is not an example of our work. Please click this link to view samples of our professional work witten by our professional dissertation writers . Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of EssayCompany.

ACKNOWLEDGEMENT

As I sum up draft of my study, I appreciatively reminisce the contribution of all those people without whose support and help, this study would have never taken its present form.

I take this opportunity to express my sincere gratitude towards the pillars of successful completion of Dissertation Report, without whose unflinching assistance & co-operation at all times it would rather have been impossible for me to achieve the desired goal.

I am greatly indebted to my faculty guide & mentor, Mr.Saravana Krishnamurthy, Professor Kohinoor Business School, Khandala for his undying support & encouragement throughout the project.

Lastly I would like to thank my school, Kohinoor Business School, Khandala for giving me this opportunity to put to practice, the theoretical knowledge that I imparted from the program .

Last but not the least I express my thanks to all the respondents who showed a keen interest in my Project, relatives, friends and neighbors to provide me the necessary resources to complete the Project & the help provided to me at every step.

“Keep your dreams alive. Understand to achieve anything requires faith and belief in yourself, vision,hard work, determination, and dedication. Remember all things are possible for those who believe.”

-Merlin Olsen

I dedicate this report to my parents and friends in recognition of their worth and to my teachers who are the guiding force for me and it is their effort and hard work that showed me the path of success and prosperity which would be there for me for the rest of my life.

I would like to thank and dedicate this report to everyone who knowingly and unknowingly contributed to the completion of my Summer Internship Project.

I hope people find this report useful and the subject matter adds to their knowledge.

In today's business world environmental issues plays an important role in marketing. All most all the governments around the world have concerned about green marketing activities that they have attempted to regulate them. For example, in the United States (US) the Federal Trade Commission and the National Association of Attorneys-General have developed extensive documents examining green marketing. There has been little attempt to academically examine environmental or green marketing. It introduces the terms and concepts of green marketing, briefly discuss why going green is important and also examine some of the reason that organizations are adopting a green marketing philosophy. It also focuses some of the problems with green marketing.

It identifies the key to successful green marketing:

§ Credibility

§ Publicize stories of the company's and employees' green initiatives.

§ Enter environmental awards programs to profile environmental credentials to customers and stakeholders.

§ Never overstate environmental claims or establish unrealistic expectations.

It also tells about Why Are Firms Using Green Marketing

§ Organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives

§ Organizations believe they have a moral obligation to be more socially responsible

§ Governmental bodies are forcing firms to become more responsible

§ Competitors' environmental activities pressure firms to change their environmental marketing

§ activities

§ Cost factors associated with waste disposal, or reductions in material usage forces firms to modify their behavior

This report stresses upon the effect of green marketing on the consumers. Green marketing isn't just a catchphrase; it's a marketing strategy that can help you get more customers and make more money. But only if you do it right.

1)To determine whether Indian consumers are ready for Green Marketing

2) To determine whether Price has effect on purchase of green products

3) To determine whether environment consciousness has effect on purchase of green products

4) To determine whether Availability has effect on the purchase of green products

5) To determine whether Awareness has an effect on Purchase of green products

RESEARCH METHDOLOGY

Research Methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. It is necessary for the researcher to know not only the research methods/techniques but also the methodology. Researchers not only need to know how to develop certain indices or tests, how to calculate the mean, the mode, the median or the standard

deviation, how to apply particular research techniques, but they also need to know which of these methods or techniques, are relevant and which are not, and what would they mean and indicate and why. Researchers also need to understand the assumptions underlying various techniques and they need to know the criteria by which they can decide that certain techniques and procedures will be applicable to certain problems and others will not.

Thus, when we talk of research methodology we not only talk of the research methods but

also consider the logic behind the methods we use in the context of our research study and

explain why we are using a particular method or technique and why we are not using others.

INTRODUCTION

According to the American Marketing Association [1],green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including

* Product modification,

* Changes to the production process,

* Packaging changes, as well as

* Modifying advertising.

Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing. The legal implications of marketing claims call for caution. Misleading or overstated claims can lead to regulatory or civil challenges. In the USA, the Federal Trade Commission provides some guidance on environmental marketing claims.

The term green marketing [2] came into prominence in the late 1980s and early 1990s. The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing" Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.

My definition which encompasses all major components of other definitions is: "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." This definition incorporates much of the traditional components of the marketing definition that is "All activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants".

So, in simple terms Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way.

The obvious assumption of green marketing is that potential consumers will view a product or service's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product -an assumption that has not been proven conclusively, specially the mild effect which it had had on consumers has washed away by the present recession (2008-09) only.

Green marketers though argue that it is a way to use the environmental benefits of a product or service to promote sales. Many consumers will choose products that do not damage the environment over less environmentally friendly products, even if they cost more. With green marketing, advertisers focus on environmental benefits to sell products such as biodegradable diapers, energy-efficient light bulbs, and environmentally safe detergents.

People buy billions of dollars worth of goods and services every year—many of which harm the environment in the way they are harvested, made, or used. Environmentalists support green marketing to encourage people to use environmentally preferable alternatives, and to offer incentives to manufacturers that develop more environmentally beneficial products.

IMPORTANCE OF GREEN MARKETING

Man has limited resources on the earth [3], with which she/he must attempt to provide for the worlds' unlimited wants. There is extensive debate as to whether the earth is a resource at man's disposal. In market societies where there is "freedom of choice", it has generally been accepted that individuals and organizations have the right to attempt to have their wants satisfied. As firms

face limited natural resources, they must develop new or alternative ways of satisfying these unlimited wants. Ultimately green marketing looks at how marketing activities utilize these limited resources, while satisfying consumers wants, both of individuals and industry, as well as achieving the selling organization's objectives.

When looking through the literature there are several suggested reasons for firms increased use of Green Marketing. Five possible reasons cited are:

• Organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives

• Organizations believe they have a moral obligation to be more socially responsible

• Governmental bodies are forcing firms to become more responsible

• Competitors' environmental activities pressure firms to change their environmental marketing activities

• Cost factors associated with waste disposal, or reductions in material usage forces firms to modify their behavior

• Opportunities

GOALS OF GREEN MARKETING

· Eliminate the concept of waste.

· Reinvent the concept of product.

· Make prices reflect actual and environmental costs.

· Make environmentalism profitable.

· Bringing out product modifications.

· Changing in production processes.

· Packaging changes.

· Modifying advertising.

NEED OF GREEN MARKETING: AN ANTHROPOLOGICAL VIEW

Issues like Global warming [3] and depletion of ozone umbrella are the main for the healthy survival. Every person rich or poor would be interested in quality life with full of health and vigor and so would the corporate class. Financial gain and economic profit is the main aim of any corporate business. But harm to environment cost by sustain business across the globe is realized now though off late. This sense is building corporate citizenship in the business class. So green marketing by the business class is still in the selfish anthological perspective of long term sustainable business and to please the consumer and obtain the sanction license by the governing body. Industries in Asian countries are catching the need of green marketing from the developed countries but still there is a wide gap between their understanding and implementation.

CHALLENGES IN GREEN MARKETING

ø need for standardization.

It is found that only 5% of the marketing messages from “Green” campaigns are entirely true and there is a lack of standardization to authenticate these claims. There is no standardization to authenticate these claims. There is no standardization currently in place to certify a product as organic. Unless some regulatory bodies are involved in providing the certifications there will not be any verifiable means. A standard quality control board needs to be in place for such labeling and licensing.

Ø NEW CONCEPT

Indian literate and urban consumer is getting more aware about the merits of Green products. But it is still a new concept for the masses. The consumer needs to be educated and made aware of the environmental threats. The new green movements need to reach the masses and that will take a lot of time and effort.

By India's ayurvedic heritage, Indian consumers do appreciate the importance of using natural and herbal beauty products. Indian consumer is exposed to healthy living lifestyles such as yoga and natural food consumption. In those aspects the consumer is already aware and will be inclined to accept the green products.

Ø PATIENCE AND PERSEVERANCE

The investors and corporate need to view the environment as a major long-term

investment opportunity, the marketers need to look at the long-term benefits from this new green movement. It will require a lot of patience and no immediate results. Since it is a new concept and idea, it will have its own acceptance period.

Ø AVOIDING GREEN MYOPIA

The first rule of green marketing is focusing on customer benefits i.e. the primary reason why consumers buy certain products in the first place. Do this right, and motivate consumers to switch brands or even pay a premium for the greener alternative. It is not going to help if product is developed which is absolutely green in various aspects but does not pass the customer satisfaction criteria. This will lead to green myopia. Also if the green products are priced very high then again it will loose its market acceptability.

BENEFITS OF GREEN MARKETING

Today's consumers are becoming more and more conscious about the environment and are also becoming socially responsible. Therefore, more companies are responsible to consumers aspirations for environmentally less damaging or neutral products. Many companies want to have an early mover advantage as they have to eventually move towards becoming green.

Some of the advantages of green marketing are:

•It ensures sustained long term growth along with profitability.

• It saves money in the long run, though initially the cost is more.

• It helps the companies market their products and services keeping the environment aspects in mind. It helps in accessing the new markets and enjoying the competitive advantage.

• Most of the employees also feel proud and responsible to be working for an environmentally responsible company.

GREEN MARKETING MIX

Entrepreneurs [5] wanting to exploit emerging green markets either: Identify customers' environmental needs and develop products to address these needs or will develop environmentally responsible products to have less impact than competitors.

The increasingly wide variety of products on the market that support sustainable developments are:

• Products made from recycled goods, such as Quick' N Tuff housing materials made from recycled broccoli boxes.

• Products that can be recycled or reused.

• Efficient products, which save water, energy or gasoline, save money and reduce environmental impact.

• Products with environmentally responsible packaging, McDonalds, for example, changed their packaging from polystyrene clamshells to paper.

• Products with green labels, as long as they offer substantiation.

• Certified products, which meet or exceed environmentally responsible criteria.

• Organic products-many customers are prepared to pay a premium for organic products, which offer promise of quality. Organic butchers, for example, promote the added qualities such as taste and tenderness.

• A service that rents or loans products-toy libraries.

Whatever the product or service, it is vital to ensure that products meet or exceed the quality expectation of customers and is thoroughly tested.

Pricing is the critical element of the marketing mix. Most customers will only be prepared to pay a premium if there is a perception of additional product value. This value may be improved performance, function, design, visual appeal or taste. Environmental benefits will be often be the deciding factor between products of equal value or quality.

Environmentally responsible products, however are often less expensive when product life cycle coast are taken into consideration, for example fuel-efficient vehicles, water efficient printing and non-hazardous products.

The choice of where and when to make products available will have significant impact on the customers you attract. Very few customers go out of their way to buy green products merely for the sake of it. Marketers looking to successfully introduce new green products should position them broadly in the market place so they are not just appealing to a small green niche market.

The location must also be consistent with the image you want to project and allow you to project your own image rather than being dominated or compromised by the image of venue. The location must differentiate you from the competitors. This can be achieved by in-store promotions and visually appealing displays or using recycled materials to emphasize the environmental and other benefits.

Promoting products and services to target markets include paid advertising, public relations, sales promotions, direct marketing and on-site promotions. Smart green marketers will be able to reinforce environmental credibility by using sustainable marketing and communication tools and practices. For example, many companies in the financial industry are providing electronic

statements by email; e-marketing is rapidly replacing more traditional marketing methods and printed materials can be produced using recycled materials and efficient processes such as waterless printing.

Retailers, for example are recognizing the value of alliances with other companies, environmental groups and research organizations. When promoting their environmental commitment to reduce the use of plastic bags and promote their green commitment, some retailers sell shopping bags and promote their green commitments.

Moving Towards Green Marketing

The era of green marketing has begun. It has already been granted wide acceptance by all stakeholders. However, there is a need to lay down the standards and practices, in order to bring in objectivity in the judgment of various national and international agencies. This will not only encourage the activities of green marketing but shall also provide the much needed level playing fields to all.

PRESENT TRENDS IN GREEN MARKETING IN INDIA[6]

Ø Organizations Perceive Environmental marketing to be an Opportunity that can be used to achieve its objectives.

Firms have realized that consumers prefer products that do not harm the natural environment as also the human health. Firms marketing such green products are preferred over the others not doing so and thus develop a competitive advantage, simultaneously meeting their business objectives.

Ø Organizations believe they have a moral obligation to be more socially responsible.

This is in keeping with the philosophy of CSR which has been successfully adopted by many business houses to improve their corporate image.

Firms in this situation can take two approaches:

• Use the fact that they are environmentally responsible as a marketing tool.

• Become responsible without prompting this fact.

Ø Governmental Bodies are forcing Firms to Become More Responsible

In most cases the government forces the firm to adopt policy which protects the interests of the consumers. It does so in following ways:

• Reduce production of harmful goods or by -products

• Modify consumer and industry's use and /or consumption of harmful goods; or

• Ensure that all types of consumers have the ability to evaluate the environmental composition of goods

Ø Competitors' Environmental Activities Pressure Firms to change their Environmental Marketing Activities

In order to get even with competitors claim to being environmentally friendly, firms change over to green marketing. Result is green marketing percolates entire industry.

Ø Cost Factors Associated With Waste Disposal or Reductions in Material Usage Forces Firms to Modify their Behavior

With cost cutting becoming part of the strategy of the firms it adopts green marketing in relation to these activities. It may pursue these as follows:

• A Firm develops a technology for reducing waste and sells it to other firms.

• A waste recycling or removal industry develops.

LITERATURE REVIEW

1. golden goose or wild goose the hunt for the green consumer.

This paper tries to provide insight by discarding the socio-demographic and personality-based influences that have been the prime research focus for the last 20 years Instead, it follows the example of other researchers looking at the importance of situational factors relating to the purchase itself. The green purchase perception matrix brings together two of the factors that have most often shown a positive link with green purchase behaviour in academic research - perceived consumer effectiveness (PCE) and cost/ benefit trade-offs. The consumer will remain central to the greening of business for two very important reasons. Firstly, the consumption undertaken by private households accounts for a large proportion of the economy's environmental impact . Secondly, consumption must also form part of the solution within free market economies in which consumer sovereignty is enshrined, and where the majority of companies profess to have a marketing orientation. However, continuing within the conventional marketing paradigm (and with a hunting mentality of identifying and targeting the green consumer with bait, traps and a little camouflage) is unlikely to create significant progress towards sustainability. Perhaps more importantly companies need to create the right habitat in which green consumption can thrive. Instead of acting as hunters, aggressively trying to benefit from the emergence of green consumers by targeting them, they could act more like gamekeepers who nurture and facilitate growth in the population of green consumers. This can be achieved by boosting consumer confidence and by reducing the level of compromise they must make through openness, the provision of full information and consumer choice, environmentally realistic pricing and the development of innovative clean technology solutions.

Reference:-

Ken Peattie (2001), Bussiness Strategy & Environment, Golden goose or wild goose? The Hunt For the green Consumers, Vol: Bus. Strat. Env. 10, 187-199

2. A CONTENT ANALYSIS OF ENVIRONMENTAL ADVERTISING CLAIMS: A MATRIX METHOD APPROACH

This study demonstrates that environmental advertising is not a monolithic phenomenon. Certain types of claims posed among environmental a dare more susceptible to consumer confusion and perceptions of deception. Advertisers would be well advised to pay particular attention to these types claims, particularly in light of the recent FTC directives. In their efforts to jump on the "green" bandwagon, advertisers should be sensitized to the fact that image claims may be a specific problem area Care should be taken in developing and pretest in environmental ads that rely on such claims and efforts to monitor consumer response to them should made. Ultimately, applying the matrix that we have developed here may help to identify such shortcomings with environmental advertising claims and direct attention to potential remedies.

Les Carlson, Stephen J Grove & Norman Kangum (Sep 1993), Journal of Advertising, A context Analysis of environmental Advertising Claims: A matrix Method Approach, Vol.: XXII, No. 3, 27-38.

3.BUYER CHARACTERISTICS OF THE GREEN CONSUMERS AND THEIR IMPLICATIONS FOR ADVERTISING STRATEGY

The study results provide interesting and potentially useful information about the consumer who is interested in buying green. They suggest that particular consumer attitudes are related to the propensity to buy green, but the relations are qualified somewhat by gender and by the nature of the green buying behavior.Making a special effort to buy green is unrelated to impulse buying and brand loyalty. In terms of the communication variables, persons making a special effort to buy green found magazines more interesting than television and indicated they would not buy a brand whose advertising they dislike.

As expected, it was found predictor-criterion relationship differences between the two green buying variables. One criterion variable (making a special effort to buy green) taps a general interest in buying green. The other criterion variable (switching brands to buy green, even at the expense of product effectiveness) is more specific and more stringent in terms of greenness in that it provides more constraints and introduces a salient cost. The results indicate that, across genders, the consumer variables do a better job of predicting the variance in the former criterion than that in the latter criterion.. The results show that the green consumer has an interest in new products, is an information seeker, and talks with others about products. Additionally, green consumers consider themselves opinion leaders, and hence may provide word-of-mouth information that other consumers respect. The green consumer is also a careful shopper, not prone to impulse buying, and pays attention to price, so advertisers must consider those issues as well.The results suggest that if companies do succeed in attracting green-oriented consumers, they will have to continue working to keep them. The lack of brand loyalty on the part of green consumers (in comparison with those less green), coupled with their propensity to actively seek information, implies that the green consumer will always be looking for new products.

Although the environmental movement has been underway for years, green marketing seems to be a relatively new phenomenon. Marketers are typically not slow to adopt an innovation, but green marketing is in some ways fraught with peril Certainly, marketers are getting mixed signals—from polls, from research results, an d from sales figures. Common sense suggests that the use of green appeals by marketers can be productive. However, recent research on green marketing and the green consumer, indicates that the concepts will not be easy to apply. Green consumers must be treated carefully and, in particular, with respect. They appear to be careful and thoughtful consumers. Treated fairly, they may be receptive; treated poorly, they may not only switch brands, but also take others with them.

References:-

L J Shrun, John A McCarty & Tina M Lowrey (Summer 1995), Journal of advertising, Buyer Characteristics of the green consumers and Their implications for Advertising strategy, Vol: XXIV, no 2, 71-81

4.ROLE OF SOCIO DEMOGRAPHICS IN SEGMENTING AND PROFILING GREEN CONSUMERS; AN EXPLORATORY STUDY OF CONSUMERS IN INDIA

Though green consumerism is on the rise, not all the consumers are equally green. To be able to more effectively market green products and ideas,marketers need to segment their market and use differentiated marketing approach for each target segment. Socio-demographic characteristics have been widely used in the past researches as a basis of market segmentation and profiling of green consumers. The present study explores the usefulness of select socio-demographic characteristics in capturing variations present in the environmental consciousness of the consumers in India. Both the univariate and multivariate analyses point to the presence of statistically significant linkages between the socio-demographic characteristics and different environmental consciousness constructs, thus implying potential usefulness of these characteristics in profiling different segments of green consumers an devolving accordingly the green marketing strategies and environmental campaigns as capable of more effectively reaching and influencing the chosen green consumer segments. The study has employed a more elaborate conceptualization of the environmental consciousness construct.

Regarding age,. A negative relationship of age with WSE, IISB and IIO signifies a greater tendency among the relatively younger persons (viz., those belonging to the age groups 18-24 years and 24-35 years) to actively search for the environmentally friendly products, gather environment related information and influence others to behave in an environmentally responsible manner. These persons, however, appear less enthusiastic about choosing the least polluting products (ICLPP). This might be due to their lower purchasing power for being mainly either students or unemployed at this stage in their family life cycle.

Education level is found to be significantly related with the environmental consciousness in respect to five environmental consciousness measures. A significantly positive relationship of the education level with environmental knowledge (EK), incidence and frequency of conservation behavior (ICB and FCB) and frequency of environmental activism implies greater environmental consciousness among the relatively more educated persons. Because of their higher intellectual orientation, these persons are able to better understand and appreciate green ideas and green claims made by the green marketers. Education level is, however, found to be significantly but negatively related with the respondents' willingness to seek environmentally friendly products (WSE).

The variable “typeofschoolattended” emerges as a significant correlate of the environmental consciousness for as many as six constructs. Notwithstanding being less articulate and extrovert, persons with the government school background exhibit a higher level of environmental consciousness in terms of environmental awareness (AEIP) as well as willingness to seek environmentally friendly products (WSE), incidence of seeking information (IISB), conserving resources (ICB) and choosing the least polluting products (ICLPP). The only aspect where they lag behind persons with the private school background is frequency of environmental activism (FEA), probably due to being less extrovert and gregarious than their counterpart.

Income also emerges as an important correlate of environmental consciousness. Persons with higher income are also high in their awareness of the environmental regulations (AER),willingness to pay for the environmentally friendly products (WPM), incidence of information seeking behavior (IISB) and choosing the least polluting products (ICLPP). But in terms of their involvement with the activities relating to influencing others (IIO) and conserving the environment (FCB), they turn out to be poor performers.

Sanjay k Jain & Gurmeet Kaur (2006), Role of Socio Demographics in Segmenting and profiling Green Consumers; An exploratory Study of consumers in India, Vol.: 18 (3), 107-146

5. GREEN MARKETING, AN INDIAN PERSPECTIVE

The present paper discusses the emergence of environmentalism in India and examines the response of government agencies, consumers, non- business organizations and corporate houses to the rising levels of pollution and environmental degradation in the country. Along with a brief introduction to the concept of green marketing, a review of the factors responsible for motivating business firms to go green have been included , after which the paper moves on to a discussion of India's major environmental concerns and efforts made at the governmental level to combat the environmental problem of the country. Succeeding paper analyse related issues such as eco labeling, green consumerism and green corporate marketing practices, in the Indian context. The paper concludes with a discussion of the future of green marketing in India along with the strategy implications and directions for research work.

From the foregoing discussion it is clear that environmentalism has gained importance in India. Various environment protection campaigns initiated in the past, enactment of several environment, launching of green labeling scheme(ECOMARK) and ecological marketing initiatives made by business firms- all these eloquently speak of the growing environmental concern in the country. Intensification of such campaigns and efforts is likely to gain further momentum in the coming years, in India. Growing population, fast depletion of resources, paucity of funds, lack of environment friendly technical know-how, changing consumption patterns, and pressure on the policy makers to hasten the pace of industrialization in view of the need to raise the standards of living and provide employment to the masses pose serious environmental challenges

The present paper has provided only anecdotal evidence of the adoption of green marketing practices by Indian business firms. More rigorous research studies are needed to examine the business firms awareness of different environmental issues and the factors that inhibit and motivate them to go in for green business operations and green marketing practices.

Sanjay K Jain & Gurmeet Kaur (2004), Green Marketing, An Indian perspective, Vol:31, No 2, 168-209

6. ADVERTISING TURN INDIA GREEN, AS INDIANS BECOME INCREASINGLY CONSUMERIST,

Rise of the new consumerism in India, with highly packed food are springing up all over the country, so not only ice frog the west's consumption habit, we could also avoid some of the pitfall of our environment movement too. With the rooted culture of the reusing & recycling, with the wind of change seems to be blowing in India.

References :

Ella Saltmarshe and Annie Dare (2009), Creative Review, Advertising turn India Green, As Indians become increasingly Consumerist, The country's advertising industries has vital role to play, Vol.: Feb 2009, 40-42

7. MARKETING STRATEGIES & MARKET PROSPECTS FOR ENVIRONMENTALLY - FRIENDLY CONSUMER PRODUCT

This study has highlighted the role that firms and their marketing strategies play in influencing consumer demand for green technologies. Firms initially developed and introduced new green products in response to consumer pressure and legislation, thus creating new markets for eco-friendly goods. More recent years, however, saw consumer demand pressure increasing only slowly, while the pressure from legislation and competition gained in importance. Managers acknowledged that product performance gaps between green and conventional technologies have been a major barrier in the diffusion of green consumer products in the UK. Managers argued that firms may have mis-specified green product benefits in relation to consumers needs and that in the absence of clarity of green products environmental impact, performance and other attributes, as opposed to green benefits, remain the key determinants of product preference and choice. Limitations in green product performance constrain pricing and communication efforts. However the study's findings suggest that, apart from product performance gaps, firms communication and promotional policies for green product, which disproportionately favored end users, despite the importance of retailer and dealer acceptance, were imbalanced and far from effective, provision of full information and consumer choice, environmentally realistic pricing and the development of innovative clean technology solutions.

Refer3ence:-

8. ROLE OF SOCIO DEMOGRAPHICS IN SEGMENTING AND PROFILING GREEN CONSUMERS; AN EXPLORATORY STUDY OF CONSUMERS IN INDIA

Sanjay k Jain & Gurmeet Kaur (2006), Role of Socio Demographics in Segmenting and profiling Green Consumers; An exploratory Study of consumers in India, Vol.: 18 (3), 107-146. The present paper discusses the emergence of environmentalism in India and examines the response of government agencies, consumers, non- business organizations and corporate houses to the rising levels of pollution and environmental degradation in the country. Along with a brief introduction to the concept of green marketing, a review of the factors responsible for motivating business firms to go green have been included , after which the paper moves on to a discussion of India's major environmental concerns and efforts made at the governmental level to combat the environmental problem of the country. Succeeding paper analyse related issues such as eco labeling, green consumerism and green corporate marketing practices, in the Indian context. The paper concludes with a discussion of the future of green marketing in India along with the strategy implications and directions for research work.From the foregoing discussion it is clear that environmentalism has gained importance in India. Various environment protection campaigns initiated in the past, enactment of several environment, launching of green labeling scheme (ECOMARK) and ecological marketing initiatives made by business firms- all these eloquently speak of the growing environmental concern in the country. Intensification of such campaigns and efforts is likely to gain further momentum in the coming years, in India. Growing population, fast depletion of resources, paucity of funds, lack of environment friendly technical know-how, changing consumption patterns, and pressure on the policy makers to hasten the pace of industrialization in view of the need to raise the standards of living and provide employment to the masses pose serious environmental challenges The present paper has provided only anecdotal evidence of the adoption of green marketing practices by Indian business firms. More rigorous research studies are needed to examine the business firms awareness of different environmental issues and the factors that inhibit and motivate them to go in for green business operations and green marketing practices.

Sanjay K Jain & Gurmeet Kaur (2004), Green Marketing, An Indian perspective, Vol:31, No 2, 168-209 Rise of the new consumerism in India, with highly packed food are springing up all over the country, so not only ice frog the west's consumption habit, we could also avoid some of the pitfall of our environment movement too. With the rooted culture of the reusing & recycling, with the wind of change seems to be blowing in India.

Veronica Wong, William Turner & Paul Stoneman (1996), British Journal of management, Marketing Strategies & market prospects for environmentally - Friendly consumer Product, Vol.: 7, 263-281

DATA COLLECTION APPROACH

Primary data.

The primary data are those which are collected afresh and for the first time, and thus happen to be original in character. We collect primary data during the course of doing experiments in an experimental research but in case we do research of the descriptive type and performs surveys.

Here the Primary data will be collected by means of preparing a questionnaire and getting it filled by a large sample space. These questionnaires will help in drawing conclusions about the case.

SECONDARY DATA

Secondary data means data that are already available i.e. they refer to the data which have already been collected and analyzed by someone else. When the researcher utilizes secondary data then he has to look into various sources from where he can obtain them. In this case he is certainly not confronted with the problems that are usually associated with the collection of original data. Secondary data may either be published data or unpublished data.

§ SIZE OF SAMPLE : -

This refers to the numbers of items to be selected from universe to constitute a sample. An optimum sample is one, which fulfills the requirements of efficiency, representativeness, reliability and flexibility.

SAMPLE SIZE: - 200 respondents

§ SAMPLE TYPE : -

CONVENIENCE SAMPLING: - When population elements are selected for inclusion in the sample based on the case of access; it can be called convenience sampling.

DATA COLLECTION AND DATA ANALYSIS

1) Are you aware about the following green products / environmental friendly products?

a) Solar inverters/ solar geysers

b) Green Paper

c) Green apparels

d) Green Home Appliances

e) CFL Bulbs

2) Which of the following green products have you used?

a) Solar inverters / solar geysers

3) Rate the following factors according to their influence on your purchase of Green products

HYPOTHESIS 1: Ho: Price does not have effect on purchase of green products

H1: Price has effect on the purchase of green products.

Calculation:

Here Chi-Square calculated (72.15) is greater than Chi-Square tabulated (9.48). Thus we can reject our null hypothesis and accept our alternative hypothesis i.e. price has effect on the purchase of green products.

HYPOTHESIS 2: Ho: Environment Consciousness does not have an effect on purchase of green products

H1: Environment consciousness has effect on the purchase of green products.

Here Chi-Square calculated (58.65) is greater than Chi-Square tabulated (9.48). Thus we can reject our null hypothesis and accept our alternative hypothesis i.e. Environment consciousness has effect on the purchase of green products

HYPOTHESIS 3: Ho: Availability of the Product does not have an effect on purchase of green products

H1: Availability of the product has effect on the purchase of green products

Here Chi-Square calculated (29.2) is greater than Chi-Square tabulated (9.48). Thus we can reject our null hypothesis and accept our alternative hypothesis i.e. Availability of the product has effect on the purchase of green products

HYPOTHESIS 4: Ho: low awareness does not have an effect on purchase of green products

H1: low awareness has effect on the purchase of green products

Here Chi-Square calculated (38.9) is greater than Chi-Square tabulated (9.48). Thus we can reject our null hypothesis and accept our alternative hypothesis i.e. low awareness has effect on the purchase of green products

4) Have you ever used a solar Invertors or a solar geyser?

5) Which factor plays important role while using solar invertors/ solar geyser?

Here question 5 and 7 are combined and regression is been applied. Use is an Dependent variable and independent variables are price, environment consciousness, availability of the product and awareness.

Model Summary(b)

a Predictors: (Constant), Low Awareness, High Price, High Environment consicouness, low Availability

b Dependent Variable: Use

Coefficients

a Dependent Variable: Use

Thus our equation, at 99% level of confidence level, obtained is:

Usability of green products = 0.116*(Environment Consciousness) - 0.638*(High Price) - 0.23*( Low Availability) - 0.001*( Low Awareness)

This equation suggest that environment consciousness play a vital role on the usability of the green products

From the survey conducted it can be concluded that Indian consumers are still unaware about green marketing. Out of the 200 hundred respondents only 34 have used solar geysers/ solar invertors. Even though they know about green products on smaller scale like the CFL bulbs but are unaware about the other products on larger scale

Its further seen that variable that effects the consumers most during the purchase green products is environment consciousness.

Green marketing covers more than a firm's marketing claims. While firms must bear much of the responsibility for environmental degradation, the responsibility should not be theirs alone. Ultimately green marketing requires that consumers want a cleaner environment and are willing to "pay" for it, possibly through higher priced goods, modified individual lifestyles, or even governmental intervention. Until this occurs it will be difficult for firms alone to lead the green

marketing revolution. Having said this, it must not be forgotten that the industrial buyer also has the ability to pressure suppliers to modify their activities. Thus an environmental committed organization may not only produce goods that have reduced their detrimental impact on the environment, they may also be able to pressure their suppliers to behave in a more environmentally "responsible" fashion. Final consumers and industrial buyers also have the

ability to pressure organizations to integrate the environment into their corporate culture and thus ensure all organizations minimize the detrimental environmental impact of their activities. Thus green marketing should look at minimizing environmental harm, not ne

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More From Forbes

Sustainable communications in the era of green marketing.

Judy Davies, VP of Communications and Government Relations, North America, Infineon Technologies .

Any technology trade show attendee can attest, brand marketing and communications from across the business-to-business (B2B) and business-to-consumer (B2C) spectrum have become saturated with messaging on sustainability and environmentalism. And for good reason … if these communications are delivered in good faith. Global climate change represents an existential threat , and technology companies are uniquely positioned to positively impact the environment both through sustainable internal business practices as well as through the creation of cutting-edge innovations—electric vehicles (EVs), alternative energy farms, improved energy efficiency and much more.

CES 2023 was no exception, as companies shared a range of offerings promoting their ecological-mindedness, from bioengineered houseplants and next-generation farm equipment to maritime vehicles and environmentally friendly phone cases.

The Consumer Technology Association (CTA) itself kept sustainability “top of mind” when developing the show exhibitions and programming, and CES 2023 featured the show’s first-ever panel dedicated to sustainability, “ The Era of Sustainable Consumer Electronics ,” featuring Bob LeFort, president of Infineon Technologies Americas ( disclosure: I am employed by Infineon ) and other executives representing globally influential companies, including 3M, LG Electronics and Qualcomm.

The rise in sustainability-focused communications is a natural byproduct of the growing global consciousness of the climate change threat level.

To be clear, the most important action organizations can take is to ensure they positively contribute to a greener future regardless of communications around those contributions. In light of the current sustainability messaging landscape, though, communicators do play a vital role in enabling organizations to effectively articulate their unique sustainability value propositions.

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By abiding by three sustainability messaging pillars, communications teams can accurately reflect the actions being taken by their organizations to serve as agents of change in the fight against climate change.

Perhaps the most important factor in the creation of sustainability messaging is the fostering of an authoritative organizational voice. That is not to say that all organizations must be expected to speak as experts on all topics related to sustainability, environmentalism and climate change; rather, authority is derived from two factors.

First, speak clearly and objectively on the scope of the threat climate change poses to society, including how climate change disproportionately impacts disadvantaged social groups. Organizations must take clearly stated, unequivocal stands for the causes they publicly support while providing their expert opinions into the public sphere on the best path toward a brighter future.

And, it is important to remember that organizations are not monoliths and are also not wholly defined by executive behavior. Authoritative messaging must resonate throughout every organizational level, and employees must feel empowered to share in sustainable corporate initiatives.

Second, authoritative messaging amplifies the consensus research of environmental scientists while simultaneously committing to actionable change.

My company, for example, has committed to achieving carbon neutrality by 2030 and cutting emissions by 70% (from those measured in 2019). Other examples include Microsoft’s commitment to carbon negativity by the end of the decade and, by 2050, to remove all of its direct emissions and energy consumption since the company’s founding in 1975. JetBlue committed to a decarbonization plan achieving net-zero emissions by 2040 and has built a domestic carbon neutrality plan through partnerships with climate experts at South Pole (which also partners with the World Economic Forum and the United Nations Global Compact) as well as EcoAct.

Authenticity

A foundational aspect of any communications plan is the importance of authenticity; that is, that messaging accurately matches an organization’s impact and actions.

An organization must be able to support its sustainable messaging with verifiable metrics proving a significant commitment with a positive impact. Inauthentically communicating about a topic as important as global climate change is professional malpractice, and guilty organizations will rightly be labeled greenwashers .

Consider a 2022 survey from Google Cloud that pressed executives on their organizations’ sustainability commitments:

“Over half (58%) of executives say their organization is guilty of greenwashing—conveying a false impression or giving misleading information that says a company’s products or practices are more environmentally friendly than they actually are. This is especially true in North America, where 72% of respondents believe that their organization has overstated its sustainability efforts. Overall, 66% questioned how genuine some of their organization’s sustainability initiatives are.”

So, how can communications professionals ensure their messaging aligns with their organizations’ commitment? The best path is to build that messaging on top of comprehensive, metrics-based reporting achieved through earnest investment in internal operations. For example, my company publishes a yearly sustainability addendum to its annual report that breaks down internal sustainability actions and the impact of its products on global sustainability (as well as topics beyond environmentalism, such as business ethics, human rights, employee protections and more). Other examples of companies that have integrated sustainability into their core brand values and publish similar insights with great transparency include Patagonia and Ikea .

Finally, successful sustainability communications must be supplemented by outreach designed to educate stakeholders, especially the media, not only on an organization’s sustainability efforts but how their innovations are creating a greener future.

Consider the semiconductor industry. Chips are at the heart of virtually every piece of electronics created today. Consumer and commercial electric vehicles will play a vital role in reducing carbon emissions, and semiconductors are the technology that allow such vehicles to be viable at all.

Semiconductors are also creating more alternative energy capture solutions, enabling advanced air quality monitoring and much more; but, semiconductor communications teams rightfully dedicate significant time bridging the knowledge gap for the public—explaining the sustainability implications to technology journalists, explaining the technology implications to sustainability journalists.

Those with the power to create and further change have a greater responsibility to do so; in business, an organization’s responsibility to contribute to a better world scales directly with traditional growth metrics like revenue, capital costs and return on investment (ROI). But in the face of an existential threat, the words organizations use about sustainability must not be hollow. Rather, communications must be crafted that authoritatively convey the conversations’ stakes, authentically describe the organization’s contributions to the solution and simultaneously educate the public on the broader sustainability ecosystem.

Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

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