Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Go Green Initiative
Submitted to:-
Prof. Reema Mohanty
On
Submitted by:-
Amit Dandapath-FPBO911/009
ACKNOWLEDGEMENT
Apart from the efforts of mine, the success of this project depends largely on
the encouragement and guidelines of many others. I take this opportunity to
express my gratitude to the people who have been instrumental in the
successful completion of this project.
I would first like to thank our CEO, Mr. Manish Jain, and Dean, Dr. Subhash
Sharma for being so encouraging and helpful throughout my report work.
I would also like to express my profound gratitude to Prof. Reema Mohanty
for her constant and valuable suggestions while doing the project work.
Without her encouragement and guidance this project would not have
materialized.
CEO DEAN
M.Comm Faculty
INDEX
S. No Contents Page No
1 Introduction 4
2 Objective 6
3 Why Are Firms going Green? 6
4 What can be the available options 7
5 Rising challenges 10
6 Global Megatrends 11
7 How to achieve green growth? 12
8 Sector Segments - Alternative 14
9 Green Building 16
10 Features of Green Buildings 16
11 Green building perspectives & bottom line benefits 19
12 Green building in a down economy 21
13 Successful commercial green building projects 22
14 Green marketing 23
15 Conclusion 27
16 Bibliography 28
1. Introduction
countries to reduce their carbon footprint and help reduce the impact on the
environment. The world has a fixed amount of natural resources - some of
which are already depleted. So as population growths there is great strain on our
finite resources. So the first step in this cause is to become sustainable and
reduce the environmental impact and focus on going green as it has many
benefits other than cost associated benefits.
YEAR __ %
2011-2013…………..3
2014-2016…………. 6
2017-2018…………. 9
2019-2020………… 12
2021-2039………… 15
To meet the above goals of the Copenhagen summit the government has
to develop alternative projects, such as solar or wind energy or reforestation to
reduce the carbon footprint. Government agency alone cannot do, it can only be
done with the help of the private sector. There is immense pressure from the
Central Pollution Control Board on the Business ,the companies should take this
in positive terms in with if they focus on these objectives they can benefit
themselves not just short term but in longer and much broader perceptive and
create new opportunities of this they should focus on convocation that will help
the business to grow and make them more competitive in long term, these
initiative should range from layout change , operating activities to build green
buildings so as reduce the impact on environment and will meet the business
needs effectively.
2. Objective
Cost or profit issue: firms may also use green strategy so as to have a
control over the cost associated with waste disposal. Therefore firms that
If you are looking for ways to put a little green in your wallet by putting
some green in your portfolio, you might be surprised at the wide range of
offerings available for your consideration. Let's take a look at 10 interesting
areas, which are highlighted below.
Wind
Windmill farms are sprouting up around the world. Australia, Europe and
the United States are all investing in wind as a leading source of renewable
energy. The business of wind not only includes the generation and sale of
power, but also the design and construction of wind turbines. Few countries rely
on wind for more than a tiny fraction of their power generation need, but many
countries are interested in the possibility.
If this is of interest to you, look for wind farm companies that sell wind-
generated energy or companies that produce the windmill technology. There are
few pure play stocks that deal in wind in the U.S., which will likely change over
time, but companies like General Electric have a presence in this market.
Water
One of the most important natural resources we have is water as it is a
necessity in our survival. However, there has been a lot of fear that we are
running out of clean water sources as the global population continues to grow.
To investors this has created a clear opportunity to invest in companies that
collect, clean and distribute water. The largest water utility company in the U.S.
is Aqua America, which supplies water to nearly 3 million people. Another
company in the industry, on the purification side, is ITT Industries, which
produces water purification systems that help to make drinkable water.
To see the power of water, one needs look no further than China's
massive Three Gorges Dam project. While this $25 billion structure on the
Yangtze River will be the largest hydroelectric power station in the world, it's
sure not the only one. Hydropower involves a lot of technology, a lot of
infrastructure and a lot of power-hungry customers. Every one of those areas
holds potential opportunities for investors. On the power side, two publically
traded producers include PG&E Corp. which has one of the largest hydro
operations and which has 17 hydro projects. (For related reading, see
Solar Energy
Solar energy is powering homes, buildings and a variety of other items
from lights to radios. As the cost of fossil fuels continues to rise and their
availability continues to decline, the future looks bright for solar energy.
If you think the sun is just starting to rise on this industry the companies
to look at are those that produce solar energy panels, which will benefit if
homeowners and businesses adopt solar technology. Two of the leading
producers of solar panels are Evergreen Solar and Sun power Corp. which
develop, manufacture and sell panels and components and will directly benefit
from the increased adoption of solar power.
Fuel Cells
On a smaller scale, researchers are working with fuel cell technology to
develop an alternative method of powering automobiles. The U.S. government
hopes that hydrogen powered cars will be commonplace by 2020. If this
technology works, there are millions of cars - and millions of consumers -
waiting for it.
If you think this is the type of energy is the wave of the future there are a
few companies that operate in the space and and develop fuel cell technology.
For example, some of the largest producers include Ballard Power Systems
which produces cells that can be used in from cars to power plants, and Fuel
Cell Energy which focuses on providing power options to commercial and
industrial facilities.
Efficiency
Just about every aspect of efficiency is good for the environment. Energy
efficient construction and appliances reduce home energy use and energy
efficient cars reduce our dependence on oil. From efficient lighting to creating
the paperless office, innovative companies are developing innovative products
that maximize the benefit that we get from the resources that we use. Efficiency
is the watchword of the day and a developing field that will create the
Pollution Controls
Reduction is the key term here. From reducing green house gas emissions
on industrial power plants to minimizing the emissions that come out of the
tailpipe of your car, the pollution control industry is on the rise. Every time
legislation mandates an improvement in the amount of some harmful chemical
that can be released into the environment, the pollution control industry
responds. If this is something you are concerned about, look for companies that
develop pollution control technologies such as Fuel-Tech and Versar.
Waste Reduction
Organics
Best In Class
If a "green" investment catches your eye, there are plenty of ways to find
a place for it in your portfolio. Mutual funds, exchange-traded funds, stocks,
bonds and even money market funds that focus on the environment are all
available.
5. Rising challenges
Over the next four years, UNIDO will continue to pursue its overarching
development objective of industrial development for poverty reduction,
inclusive globalization and environmental sustainability. It will promote
capacity development, technology transfer, policy and institutional support,
gender mainstreaming and sustainability, with the aim of enhancing growth,
competitiveness and wealth creation in developing countries. Wealth creation,
said Yumkella, is key in the fight against poverty. To better respond to the
challenges of today, the Director-General emphasized three cross-organizational
initiatives: industrial upgrading and enterprise competitiveness for existing
industries in developing countries; greening industry; and South-South
cooperation.
Many African countries are rich in raw materials, so rural development and
value addition have to be addressed in order to foster economic growth. The
next four years will be challenging. Focus will be on change management,
knowledge management, results-based management, field effectiveness and
staff mobility, and accountability Of these, change management is a lynchpin.
Internal Purpose Only(IBA) ©Amit Dandapath Page 10
GO GREEN INITIATIVE
UNIDO has accomplished much in the past four years, but needs to continue
doing more, and doing better. The Director-General closed his speech with an
urgent plea to Member States to invest in the Organization and give it the
resources it needs to achieve its aims.
6. Global Megatrends
The world’s economic slowdown is not the only issue affecting developing
countries as they strive to build their economies and improve living standards.
In his speech, the Director-General discussed these so-called ‘global
megatrends’ and their implications. Here is an outline:
A. Innovation
A new way of thinking is called for – thinking green, said Suzana Kahn
Ribeiro. “Public awareness is very important. Consumers are now becoming
aware of environmental problems and they are demanding other kinds of
products,” she observed. “The most challenging thing is to help people learn
how to live in a greener manner, change their behavior. We must invest in
raising awareness in people.” For Wince-Smith, the focus has to be on making
the business case. “One of my concerns about the climate issue
is that we still have to think about energy security. If we delink energy security
and the need for energy for every single thing we do and only talk about the
C. Technology transfer
A. Building retrofits
Despite these potential savings, most homeowners have not retrofitted their
homes because they are unaware of the costs savings available to them or they
cannot afford the upfront expenses and time commitment involved. But these
barriers to retrofit investments will come down through the specific government
spending programs that finance retrofits, the building codes that establish higher
efficiency standards in buildings, and the more general regulatory environment
that raises the costs of burning conventional fossil fuels. As the market becomes
more extensive and efficient, this will further encourage new investment in
retrofits. In particular, banks, utility companies and various types of nonprofit
groups will increasingly organize themselves to supply the upfront financing for
these projects. In addition, construction crews will begin to organize their
services to take advantage of the expanding opportunities. The potential market
for building retrofits is huge. There are roughly 110 million occupied housing
units in the United States, including 80 million single-family detached homes,
as well as smaller numbers of a) ached units, apartments, and trailers. As a
rough approximation, assuming an average investment in retrofits would be
around $4,000 per unit implies an overall potential market of $400 billion. We
would then add the corresponding market for non-residential structures. The
U.S. Green Building Council surveyed the existing stock of these structures in
2008, including all educational buildings, hospitals, retail outlets, and office
buildings of various sorts. They estimated the costs of retrofitting all of these
buildings at $358 billion.
B. Cogeneration
C. Renewable energy
sources are viable including on- and off-grid electricity generation, non-
electricity forms of energy generation, and alternative fuels.
Electricity represents only one form of renewable energy that final users
can generate themselves. There are other forms of decentralized renewable
energy production such as geothermal pumps, solar hot water systems and even
wood-burning stoves, in which individual households and businesses alike
could invest. If we assume that the investment in these nonelectrical forms of
energy production is roughly equivalent to investment in renewable electricity
generation by end-users "as calculated by the EIA" then investment by final
users would total about $3 billion per year.
9. Green Buildings
Currently, conventional buildings in the U.S. have an enormous carbon
footprint (see table 1)1 which can be prevented and reversed through the
construction of new and retrofitting of existing buildings to be environmentally
friendly, or “green.”2 Green buildings are designed, constructed, and operated
to maximize operational efficiency and minimize environmental impact. There
are several different green elements that can be incorporated into a building that
not only reduce environmental impact but have also proven to be cost effective
investments.
B. Water: The green building by its design and shape shall not disrupt the
natural water flows, it should orient and stand just likes a tree. Rain
falling over the whole area of the complex shall be harvested in full either
to replenish the ground water table in and around the building or to be
utilized in the services of the building. The toilets shall be fitted with low
flesh fixtures. The plumbing system should have separate lines for
drinking and flushing. Grey water from kitchenette, bath and laundry
shall be treated and reused for gardening or in cooling towers of air
conditioning.
A. Light: In a designed green building the occupants shall feel as if they are
in outdoor location. The interior and exterior designs shall go hand in
hand by blending the natural and artificial lighting and presenting
transparent views wherever possible.
Green buildings preserve the environment at places far away from the
buildings.
As we see, our food and domestic products are tagged with green as a
fashion of eco friendly practices; building materials are also going green. The
futuristic green buildings are to use green materials which are in research stage
now.
A. Green wood: A Stanford team has done a research for wood alternate.
Hemp fibers and biodegradable plastic when pressed together and heated
form layers and this material is as strong as wood. When buried in land
fill, it degrades faster. This wood creates more raw materials when it
breaks down. Microbes produce methane gas when they decompose this
wood substitute and other debris thrown into landfills. Another type of
bacteria absorbs this gas and turns it into plastic that can be used to create
a new wooden plank. By this cycle, there is a continuous source of raw
material for this wood. When this material at research comes to market, it
may help to control deforestation and promote the rainfall.
1. Offices
2. Retail stores
3. Hospitals
4. Hotels/motels
5. Supermarkets/grocery stores
6. Banks/financial institutions
7. Medical office
Developers
Speak with any developer and they will tell you that their goal is to
deliver to their client the best building a specified budget and a defined time
frame will allow. Some claim that green buildings are virtually impossible to
build as a result of these strict limitations, especially in tough economic times
when clients are watching every extra dollar a project requires. While this
justification may have been relevant in the past, when green construction
materials had a premium due to the lack of knowledge and availability in the
industry, it is no longer germane. Now that the costs of green building materials
are becoming competitive with conventional materials, developers who
previously dismissed green buildings should take a second look. Green
buildings have been sustainably designed and constructed within roughly the
same budgets and time frames as conventional building projects across the
country. Decreased material costs coupled with cost sensitive, strategic choices
of integrated sustainable design elements have made green buildings a superior
investment.
Owners
Tenants across the nation are beginning to demand the greening of space
they lease due to the economic, environmental and human health benefits green
buildings offer. A survey of tenants conducted in breaker’ factor in their
location decisions.11 Forward‐thinking top U.S. companies (and excellent
tenants) which have started to operate out of USGBC LEED certified or
ENERGY STAR labeled buildings includes:
Despite the current down economy, the overall green building movement
continues to experience growth. One can draw this conclusion by simply
looking at the numbers. For example, Green build, the world’s largest
conference and expo dedicated to green building, had more than 28,000
attendees in 2008, which is an increase of 25% from Green build 2007.
Moreover, in April of 2003, a mere 84 buildings had received LEED
certification. The most recent number of certified projects released by the
USGBC was 2,878 in May of 2009. This number will only continue to grow,
evidenced by the 21,252 projects currently registered seeking LEED
certification. The sustained growth in this sector may be baffling to those who
believe in sticking to what they know during hard economic times; however,
departure from conventional buildings may be exactly what is needed.
Green buildings pave the way for businesses to prosper through a triple
bottom line encompassing financial, social and environmental goals, which has
proven an endearing strategy during hard economic times. Some industry
professionals have recognized this economic climate as the perfect opportunity
to “green” business and use triple bottom line benefits to save money and gain a
competitive advantage as other options are less obvious. A recent study released
by A.T Kearney found that companies focused on sustainability outperformed
industry averages by 15% during the current financial crisis.7The green
building movement will continue to grow as more companies recognize that a
small upfront investment in “green” can assist in retaining value and provide
protection from a volatile market.
Currently, PNC Financial Services Group, Inc. has more certified green
buildings than any other company on earth.8 As of June 2009; the company had
achieved USGBC LEED certification for 66 buildings.
Walgreens, the largest drugstore chain in the U.S., opened their first (and
the first) environmentally friendly drugstore on June 24th, 2009 in Mira Mesa,
California. It has registered with the USGBC and expects to receive LEED
certification within 4 to 6 months. The company has plans to open three more
LEED certified locations by the end of 2009, one of which is located in
Chicago. In 2007, Walgreens began taking a sustainable approach to reduce
their carbon footprint and save money by installing solar panel systems at select
locations. The perusal of green building certification further solidifies the
company’s serious commitment to people, the environment, and achieving
economic advancement through efficient measures.
As the green Mira Mesa Walgreens location just opened a few weeks ago,
specific quantitative financial benefits achieved have yet to be revealed. The
company has stated that the store managed to reduce lighting related energy use
by 50% through the use of skylights, solar tubes, LED lights and highly
efficient coolers and freezers. The building’s ‘white roof’,11 another green
feature, will significantly reduce cooling related energy use. Furthermore, all
landscaping was done with native plants, which will require no watering
whatsoever. The environmentally friendly building has already generated a
great deal of free publicity for the company, yet another reason Walgreens made
an excellent decision to build to LEED standards.
Green marketing has been widely adopted by the firms worldwide and the
following are the possible reasons cited for this wide adoption:
1) Opportunities:- As demands change, many firms see these changes as an
opportunity to be exploited and have a competitive advantage over firms
marketing non-environmentally responsible alternatives. Some example of firms
who have strived to become more environmentally responsible, in an attempt to
better satisfy their consumer needs are:
· McDonald's replaced its clam shell packaging with waxed paper because
of increased consumer concern relating to polystyrene production and
Ozone depletion.
· Tuna manufacturers modified their fishing techniques because of the
increased concern over driftnet fishing, and the resulting death of
dolphins.
· Xerox introduced a "high quality" recycled photocopier paper in an
attempt to satisfy the demands of firms for less environmentally harmful
products.
2) Social responsibility:- Many firms are beginning to realize that they are
members of the wider community and therefore must behave in an
environmentally responsible fashion thus resulting in environmental issues
being integrated into the firm's corporate culture.
GREEN CODE
E xplore the context from which market research data comes. Be clear on the
nature of the sample used, the questions asked, the way in which responses were
recorded and the time and place from which the responses come.
E nsure that where market research is crossing international borderlines, that the
terminology and interpretation remains consistent. Terms like ‘environment’,
‘green’ and ‘conservation’ do not always translate precisely between languages.
N eutrality is important. Ensure that when you pose questions to consumers, that
they can make any response without being made to feel guilty or uncomfortable,
and ensure that your own preconceptions about the green agenda (such as an
assumption that green products will cost extra) are not encoded within the
questions.
15. Conclusion
16. Bibliography
www.worldwatch.org
www.gogreenindia.in
www.gogreeninitiative.org
www.greenpeace.com
www.gogreen.in
www.savetheplanet.com
www.greeninitatives.com
www.greenmarketing.com