Green Marketing: Can the role of Information Technology used for Marketing be Green?

Pooja Pradeep1 and Munnu Prasad. V2

St. Josephs College of Commerce (Autonomous)
163, Brigade Road, Bangalore 560 025.

Introduction:
Green marketing is the process of marketing environmentally safe products also is the promotion
of various types of goods and services that are considered to be environmentally safe. The idea
in arrears green marketing is to find methods to associate consumers who want to live a lifestyle
that as ecologically accountable as possible. This contains identifying the proper mediums to
influence those consumers.
With consumers opting for green products, companies also are creating a separate line of green
products & promoting it. In order to reduce problems in the environment which also leads to
earn good profits, gain reputation for the company.
Objective of the Study:
Our study has made an attempt to know the role of Information Technology which helps the
Green Marketing, our objectives for this paper is to know that the role of information technology
is a way of green marketing; can we say that the use of information technology is green
marketing?
Limitation of the Study:
1. It is limited to Bangalore.
2. The study is not collected the fossil fuel burnt in India for generation of electricity.
The Role of Information Technology in Marketing:

Pooja Pradeep (Author), 1st M.Com, Student, St. Josephs College of Commerce.

Munnu Prasad. V (Co-author), 2nd M.Com, Student, St. Josephs College of Commerce

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The changing technology in the dynamic environment is filling the gap (needs) of the
firms/companies; the technology is immensely contributing towards the growth of the
environment and the industry as a whole.
Information Technology is used for planning, promotion and sale of existing product in an
existing market and a new market and also planning, promotion and sale of a new product in a
market. Information Technology is providing increased efficiency and higher level of customer
satisfaction.
Information Technology is providing interactive marketing techniques. Interactive Marketing is a
customer focused marketing based on the network. Here, Information Technology is a way to
attract and retain the customers by adopting two way communications while creating,
developing and improving the products. Companies are adopting social network, Internet chat,
Email Correspondence, discussion groups or questionnaires for gathering information from
customers. Information Technology thus provides faster communication and enhanced customer
services.
One of the important marketing techniques with the help of Information Technology is Digital
Marketing; it is the practice of promoting products and services using digital distribution
channels to reach consumers in a timely, relevant, personal and cost-effective manner.
Role of Information Technology in Green Marketing

1. Raising Energy Cost

Companies can produce eco-friendly power that is with the help of sunlight or wind mill.
This renewable energy sources helps to reduce the use of carbon foot print to a large extent.
While adopting Green Technology, companies can reduce the use of carbon foot prints,
wastage and pollution.
Ex: Proper Server utilisation helps to bring down the average energy cost. So, it increases
the overall server utilisation and reduces the idle time.
The average annual server cost is approximately $1200, which is also equally proportional
to the energy and cooling cost. At peak levels, an idle server is using 30% of energy
approximately. This can be reduced by proper power management solutions. Ex: Turning off
unused Information Technology assets like desktops, monitor, IP Phones.
2. Improved decision making
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Green marketing challenges Information Technology heads and teams with regard to power,
space and resource allocation. Going for energy efficient servers or high efficiency power
supplies will reduce the energy consumption. It promotes the Information Technology heads
to go for star(*) certified servers ,which improves the efficiency.
3. Reduces Health Risks
In order to reduce the e-waste select the electronics which does not contains
environmentally sensitive materials. Thus, e-waste has to be disposed properly.
4.

Improves energy efficiency.

Optimising the software codes with faster and efficient algorithms will drive better energy
efficiency. The data is transmitted in the form of packets in the network. This actually taking
a lot of energy. Efficient algorithms and optimised codes can find the best shortest route to
reach the destination.

5. Reduces Commuting Costs

Video conferencing and telecommuting will reduce the commuting costs. It also helps to
reduce the use of fossil fuels and help us to Go Green.
6. Reduced Paper Consumption
Reduction in paper consumption will help to go green more
7. Increase Product Life Cycle
Recycle and reduced e-waste by stretching the Information Technology product will
increase the product life cycle.
Strategies used are
E-Newsletters
Many of the businesses offer monthly newsletters to their customers. The business can cut paper
waste and printing costs, by shifting over to e-newsletters. In this case, the newsletter itself
serves as marketing for the business and the delivery method acts as an easy way to go green.
Electronic Press Kit
For businesses with regular media contact, an electronic press kit puts a big impression into
paper usage. Press kits typically include a company history, product brochures, biographies of
the company executives, photos and press clips. Companies often send a press kit to every media
channel in the area. A business could convert all of the documents and images into electronic
files and offer the kit as a downloadable folder on its website. This kit requires no paper and no
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postage. The website could even indicate that the electronic press kit is part of an ongoing effort
to reduce the business' environmental impact.
Green Packaging
Packaging that cannot be biodegrade takes up huge amounts of space in landfills. A business that
manufactures and packages products can convert to eco-friendly packaging. Converting to
biodegradable packaging provides customers with a visible symbol of the company's
commitment to "going green." The business can also persuade the eco-friendly packaging as part
of its advertising program to help draw in new environmentally aware customers.
Electric/Hybrid Vehicles
Small-business owners often serve as the representative of the business itself. In effect, their
public persona helps to function marketing for the business. If a small business owner tries to
rebrand the business as green, but drives a fuel inefficient truck or SUV, the green marketing
effort seems unreliable. Switching over to an electric or hybrid vehicle serves as another visible
reminder that the business pursues a green policy.
Analysis and Interpretation:
Table 1 and Fig 1: No of Respondents based on Age
Age
18 to 20
21 to 25
26 to 30
30 and
above

4 13.33%
21 70.00%
3 10.00%

Total

30

6.67%

Majority of the respondents are below the age of 21 to 25, where 70% of the total respondents.
Table 2 and Fig 2: Do you know about Green Marketing
Do you know about
Green Marketing?
Yes
No

No. of
Respondent
s
63.33
19
%
11 36.67%

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Total

30

Majority of the respondents say that they are aware of the Green Marketing concepts and its
working, where 63.33% say that.
Table 3 and Fig 3: Have you seen any Green Ads
Have you seen any
Green Ads?
Yes
No

18 60.00%
12 40.00%

Total

30

Respondents say that they have seen Green Ads, where 60% population data say.
Table 4 and Fig 4: Information Technology plays a vital role in Green Marketing
Do you feel Information
Technology plays a vital
role in Green
Marketing?
Yes
No
Total

89.66
26
%
3 10.34%
29

89.66% of the respondents agree that the Information Technology plays a vital role in Green
Marketing.

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Table 5 and Fig 5: Can the use of Information Technology be Green?

Can the use of Information
Technology be Green?
Yes

17

No

10

Total

62.96
%
37.04
%

27

The Table and Graph shows that the 62.96% of respondents agree that the Information
Technology be Green, where 37.40% respondents say no.
Table 6 and Fig 6: Do you feel / think for running of information technology requires natural
resources to be burnt?
Do you feel / think for running of information technology requires natural resources to be burnt
Strongly Agree
3 10.34%
Agree
9 31.03%
Neutral
10 34.48%
Disagree
6 20.69%
Strongly
Disagree
1
3.45%
Total

29

The Table and Graph shows that the majority of the respondents in neutral in giving the proper
answer for the above asked question i.e. 34.48% and where 31.03% agree that natural resources
to be burnt.
Findings:
The study gave a clear picture that, there is a need of Information technology for Green
Marketing, where the majority of respondents agree that information technology plays a vital
role in helping Green Marketing.
The study also tells that the respondents are aware of the Green Marketing and they have seen
the Green Ads of the Companies/firms, where majorly seen through Internet.

Conclusion:
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To conclude that the role of Information Technology in Green Marketing can be Green based on
the Study and the respondents.
Suggestions:

The proper utilisation of resources should be planned with strategic manner.

Utilization of the renewable source of energy will help to reduce in burning in fossil
fuels.

The Information Technology should educate target ordinance of the firm and also should
safe guard there interest on the Companies/Firms Ads.

References:
1. Polonsky, Michael jay, University of Newcastle, An Introduction to Green Marketing,
Electronic Green Journal, 1(2), published 1994.
2. http://books.google.co.in/books?hl=en&lr=&id=uIDO3Gr4usC&oi=fnd&pg=PR9&dq=green+marketing+
%26+it&ots=0tW_yxG0vx&sig=ziSFkLuV7C7k47sLVzwcbg0CX_Y#v=onepage&q=gr
een%20marketing%20%26%20it&f=false
3. http://www.jstor.org/discover/10.2307/4188973?
uid=3738256&uid=2134&uid=366632601&uid=2&uid=70&uid=3&uid=366632591&ui
d=60&sid=21101677007837
4. http://www.jstor.org/discover/10.2307/1251756?
uid=3738256&uid=2134&uid=366632601&uid=2&uid=70&uid=3&uid=366632591&ui
d=60&purchasetype=article&accessType=none&sid=21101677007837&showMyJstorPss=false&seq=2
&showAccess=false

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