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Introduction:
The current rapid growth in the economy and the patterns of consumers consumption and behavior worldwide are the main cause of environmental deterioration. As the environment continues to worsen, it has become a persistent public concern in the developed countries and has recently awakens developing countries to the green movement. The past decades are witness to the rapid economic growth through increasing consumers consumption worldwide. This is turn causes environmental deterioration through over-consumption and utilization of natural resources. The consequences of environmental degradation are global warming, depletion of stratospheric ozone layer, pollution of sea and rivers, noise and light pollution, acid rain and desertification (Ramlogan, 1997). As the environment continues to worsen, it has become a persistent public concern in developed countries. Furthermore it has also awakens developing countries to the green movement for preservation of the environment.
Green Marketing:
The term Green marketing came into prominence in the late 1980s and early 1990s.Green marketing is considered one of the major trends in modern business (Kassaye, 2001; McDaniel and Rylander, 1993; Pujari and Wright, 1996). According to AMA( The American Marketing Association), 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. Soonthonsmai (2007) defined green marketing as the activities taken by firms that are concern about the environment or green problems by delivering the environmentally sound goods or services to create consumers and societys satisfaction.
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Research Methodology:
The present study which is in exploratory in nature, conveniencesampling technique to be used to gather data and information from the respondents through a structured questionnaire. A sample size of 200 respondents will be selected by using random sampling method. The secondary data will be collected from the published sources such as annual report, magazines, newspaper and internet.
Examples:
Coca-Cola ITC NIKE Wipro technologies HCL technologies