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An environmental marketing system – a proposed model based on Indian experience

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  • Sumesh Ramachandran Nair
  • C. Ganesh Menon

Abstract

This paper is based on a study conducted in India on venvironmental marketing practices of Indian companies. The study was set in the backdrop of a new environmental‐friendly culture in India in the early 1990s, primarily due to the complex environmental problems encountered in different parts of the country. The increased awareness and interest shown by Indian companies in respect of environmental management and marketing was evident in the sharp increase of ISO14001 certified companies in the country. However, an important question at this context was how effectively Indian companies were practicing environmental marketing for the benefit of their customers and other stakeholders. The present paper is an attempt to trace the extent and nature of environmental marketing practice in india and to propose a model for guiding the practice. Copyright © 2007 John Wiley & Sons, Ltd and ERP Environment.

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  • Sumesh Ramachandran Nair & C. Ganesh Menon, 2008. "An environmental marketing system – a proposed model based on Indian experience," Business Strategy and the Environment, Wiley Blackwell, vol. 17(8), pages 467-479, December.
    • Handle: RePEc:bla:bstrat:v:17:y:2008:i:8:p:467-479
    DOI: 10.1002/bse.586
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    Cited by:

    1. Chenli Yin & Maria Paz Salmador & Dan Li & M. Begoña Lloria, 2022. "Green entrepreneurship and SME performance: the moderating effect of firm age," International Entrepreneurship and Management Journal, Springer, vol. 18(1), pages 255-275, March.
    2. Arpita Khare, 2015. "Influence of green self-identity, past environmental behaviour and income on Indian consumers' environmentally friendly behaviour," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 25(4), pages 379-395, September.
    3. Peter Oberhofer & Maria Dieplinger, 2014. "Sustainability in the Transport and Logistics Sector: Lacking Environmental Measures," Business Strategy and the Environment, Wiley Blackwell, vol. 23(4), pages 236-253, May.
    4. Fuentes, Christian, 2015. "How green marketing works: Practices, materialities, and images," Scandinavian Journal of Management, Elsevier, vol. 31(2), pages 192-205.
    5. Christina W.Y. Wong & Kee‐Hung Lai & Kuo‐Chung Shang & Chin‐Shan Lu, 2014. "Uncovering the Value of Green Advertising for Environmental Management Practices," Business Strategy and the Environment, Wiley Blackwell, vol. 23(2), pages 117-130, February.
    6. Vinod Kumar & Zillur Rahman & A.A. Kazmi, 2013. "Sustainability Marketing Strategy: An Analysis of Recent Literature," Global Business Review, International Management Institute, vol. 14(4), pages 601-625, December.
    7. Christian Fuentes, 2014. "Green Materialities: Marketing and the Socio‐material Construction of Green Products," Business Strategy and the Environment, Wiley Blackwell, vol. 23(2), pages 105-116, February.
    8. Vinod Kumar & Zillur Rahman & A. A. Kazmi, 2016. "Assessing the Influence of Stakeholders on Sustainability Marketing Strategy of Indian Companies," SAGE Open, , vol. 6(3), pages 21582440166, September.
    9. Steffen Maas & Tassilo Schuster & Evi Hartmann, 2014. "Pollution Prevention and Service Stewardship Strategies in the Third‐Party Logistics Industry: Effects on Firm Differentiation and the Moderating Role of Environmental Communication," Business Strategy and the Environment, Wiley Blackwell, vol. 23(1), pages 38-55, January.
    10. Azevedo, Susana G. & Carvalho, Helena & Cruz Machado, V., 2011. "The influence of green practices on supply chain performance: A case study approach," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 47(6), pages 850-871.
    11. Edyta Bombiak, 2022. "Green Intellectual Capital as a Support for Corporate Environmental Development—Polish Company Experience," Energies, MDPI, vol. 15(9), pages 1-18, April.
    12. Tamara Galkina, 2021. "International ECOpreneurship: Environmental commitment and international partner selection of Finnish firms from the energy sector," Journal of International Entrepreneurship, Springer, vol. 19(2), pages 300-320, June.

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