Although environmental issues influence human activities, few academic disciplines have integrated ?green? issues into their literature. Green marketing is important because it offers businesses bottom line incentives and top line growth possibilities. While such modifications may involve start-up costs, it will ultimately lead to monetary saving in the long-term. For example, the cost of installing solar equipment is an investment in future energy cost savings. Companies that develop new and improved products and services with their environmental impact in mind have seen increased profits over a period of time.
Some businesses in India have been quick to accept concepts like environmental management systems and waste minimisation. Terms like ?green marketing? and ?environmental marketing? would appear where one business received a great deal.
Among the reasons for firms to deploy an increased use of green marketing are: firms perceive such a step that can be used to achieve its objectives, firms believe they have a moral obligation to be socially responsible, governmental bodies are forcing firms to be responsible, competitors? environmental activities pressure firms to change their environmental marketing activities, and cost factors associated with waste disposal or reduction in material usage forces firms to modify their behaviour.
The author is a student of MBA at the Pendekanti Institute of Management, Hyderabad