Green Marketing is Dually Functional as Marketing and also performing its Social Responsibility: An Indian Organization Review, Proceeding of International Research Summit on Redefining Social Responsibility with Ethical Leadership

Abstract

Marketing is a process of activities which include institutions and set of processes for linking, comminuting, and delivering to consumers, partners and society at large. But, traditional marketing was not fulfilling the concept of social responsibility at large and new concept of Green Marketing was invented. In this concept eco-friendly practices was merged with traditional marketing to make it more effective and less harmful for environment. The world is still struggling with pandemic (Covid-19) which has already reveled the weakness and strengths of our society. Its impact has created a body loss, mental loss and monetary loss. Sustainable processes like green marketing dully fulfill the concept of both marketing and social responsibility with its long term positive effects to consumers and to society at large.

Green Product Marketing usually refers to the processes and practices of advertising and developing products & services on eco-friendly objectives which are sustainable for long. It is regarded as a process which reduces the costs and target eco-sensitive market segments. Generally, now we can see fast growth of the moral sense for the environmental protection in large sphere of the purchasing population. Consumers are also accepting the sustainable product & services and ok with some more cost of eco-friendly products to make their immune system good & healthy after use.

This research paper makes a study of both the concept of marketing and its social responsibility for both consumers and produces. This research study is established on secondary collected data from different online/offline sources which are analyzed and written, which include research papers by different researchers, articles, journals, congress proceedings, conference proceedings, periodicals, text books and digital available data analyzed for relevant application of Green concepts with social responsibility.

Keywords: Eco-friendly marketing and traditional marketing, Corporate Responsibility, Corporate Accountability, Social Responsibility, Concepts, Impact of Covid-19 on green marketing with increase in more social responsibility.

Full text

Editors
Dr. Dinesh Nilkant
Dr. Varsha Agarwal
Prof. Sunitha B K
ISBN: 978-93-91260-57-6
Proceeding of International Research Summit on
Redefining Social Responsibility with Ethical Leadership

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Table of Contents
S. N. Chapters
Page No.
1. A Study of Impact of COVID-19 on the
Floriculture Retail outlets of Eastern Pune
City (Spread across Pune Nagar Road)
Shilpa P. Khade 1-10
2. Analytical Study on the Impact of Culture,
Food and Travel on Consumer Behaviour
in Mumbai
Dr. Kulvinder Kaur Batth, Nikshuma
Agarwal 11-36
3. DTC Promotion of Pharmaceutical Products-
Current Status and Scope in Indian Context
Dr. Khushbu Agarwal, Mangesh Kukalkar 37-48
4. Effects of Social Media Promotion on
Commercial Societal Dependability
Yogesh J. Patel, Piyush A. Patel,
Chaitali M. Patel, Shahnavajkhan Pathan 49-63
5. Green Marketing is Dually Functional as
Marketing and also performing its Social
Responsibility: A Indian Organization
Review
Abdal Ahmed, Dr. Suman Vij, Sumera
Qureshi, Shama Nargis 64-77
6. Impact of Social Media Advertisement on
Consumer Behavior’’-A Study with
Reference to Ernakulum District, Kerala
Bitto Paul 78-86

7. Importance of Social Network in Big
Business through E-Commerce
Yogesh J. Patel, Piyush A. Patel,
Chaitali M. Patel 87-106
8. Promoting Environmental Sustainability
through Slow Fashion-The Indian Scenario
Mrs. Archita Khaitan 107-117
9. Social Responsibilities in E-Commerce
and Digital Platforms with Special Respects
to Vodafone Company in India
Sindhu H. R., Akshatha. M., Sanjay. S.,
Vijayalakshmi R. 118-127

05
64 Social Responsibility and Ethics in Marketing
Green Marketing is Dually Functional as
Marketing and also performing its Social
Responsibility: A Indian Organization Review
Abdal Ahmed1, Dr. Suman Vij2, Sumera Qureshi3,
Shama Nargis4
1Research Scholar, School of Management & Commerce, Shri. Guru
Ram Rai University, Dehradun, Uttarakhand, India.
2Associate Professor, School of Management & Commerce, Shri.
Guru Ram Rai University, Dehradun, Uttarakhand, India.
3Research Scholar, Department of law, H.N.B.G(Central)University,
B.G.R Campus Pauri, Uttarakhand, India.
4Deputy Director Law, Competition Commission of India, Delhi, India.
E-mail Id: ahmed.legalaid@gmail.com, sumanvij2000@gmail.com
sumera.qurash@gmail.com, nargisahmed1212@gmail.com
Abstract
Marketing is a process of activities which include
institutions and set of processes for linking, comminuting,
and delivering to consumers, partners and society at large.
But, traditional marketing was not fulfilling the concept of
social responsibility at large and new concept of Green
Marketing was invented. In this concept eco-friendly
practices was merged with traditional marketing to make it
more effective and less harmful for environment. The world
is still struggling with pandemic (Covid-19) which has
already reveled the weakness and strengths of our society.
Its impact has created a body loss, mental loss and monetary
loss. Sustainable processes like green marketing dully fulfill
the concept of both marketing and social responsibility with

AVLOKAN - 2021 65
its long term positive effects to consumers and to society at
large.
Green Product Marketing usually refers to the processes and
practices of advertising and developing products & services
on eco-friendly objectives which are sustainable for long. It
is regarded as a process which reduces the costs and target
eco-sensitive market segments. Generally, now we can see
fast growth of the moral sense for the environmental
protection in large sphere of the purchasing population.
Consumers are also accepting the sustainable product &
services and ok with some more cost of eco-friendly
products to make their immune system good & healthy after
use.
This research paper makes a study of both the concept of
marketing and its social responsibility for both consumers
and produces. This research study is established on
secondary collected data from different online/offline
sources which are analyzed and written, which include
research papers by different researchers, articles, journals,
congress proceedings, conference proceedings, periodicals,
text books and digital available data analyzed for relevant
application of Green concepts with social responsibility.
Keywords: Eco-friendly marketing and traditional
marketing, Corporate Responsibility, Corporate
Accountability, Social Responsibility, Concepts, Impact of
Covid-19 on green marketing with increase in more social
responsibility.

66 Social Responsibility and Ethics in Marketing
Introduction
Green word was less known by percentage of producers & users,
however due to its social and sustainable effect now many producers
are adopting green operations & manufacturing concepts, consumers
are asking & using green products due to pandemic and government
is also making green laws stricter to be flowered by organizations.
Government of India is making green concept compulsory which is
strictly to be followed by each and every producer to perform their
part in CSR. Green marketing is theme is that pervade the daily life of
decision makers in a number of organizations.
Strategy makers are constantly planning for investing in environment
attributes products and also involving green manufacturing operation
& production process. Continuous adoption of green processes are
going on in India which involves, green machines which produce less
or no harmful waste, green raw material which leave less waste
behind, use of nontoxic procedures, bio-gradable packaging and
energy conservation measures.
Today’s scenario consider that corporate responsibility leads to social
responsibility & further leads to corporate accountability and
corporate who are failing to achieve or not able to promise these
outcome responsibilities, they are ultimately failing in their business
as today’s consumers need good quality with pro-environmental
product. Green/eco-friendly products & services promises social
sustainability for long term and due to pandemic consumers,
producers and even governments are turning to preservation of
environment and likely consuming eco-friendly products.
Literature Review
Marketing is that process which should be taken under the label of
Corporate Social Responsibility. Marketing in itself represents

AVLOKAN - 2021 67
corporate responsibility, social responsibility and accountability.
Whatever corporate communicates to the consumer for selling their
products & services resembles CSR. Major amendment in The
Companies Act 2013 is pressuring corporate to follow the guidelines
of CSR and help society develop with corporate development.
Green marketing is new concept which has in itself the responsibility
to save environment, it create Pro-environmental Behaviour. This
concept was coined by American Marketing Association (AMA) in
1975 organized a seminar on “Ecological Marketing” which resulted
in first book on green marketing entitled “Ecological marketing” by
Karl E Henion and Kinner in 1976.
Proactive corporate marketing and government initiatives can lead to
sustainable development through green awareness (Sheth &
Parvatiyar 1995). Concept of sustainable development include all the
responsibilities of the organization and segments like social,
economic and environmental (Peattie 1995). Green Concept contains
holistic and integrated principles of marketing (Mc Donagh &
Prothero 1997). Green Marketing and CSR is a combination which
leads to organization holistic objectives related to economic, legal,
technical, ethical values and ecological (Carrol 1999). Corporate
Social Responsibility defined by World Business Council for
Sustainable Development (WBCSD 2000) which includes:
 Economic Development Sustainability
 Considering employees at work and their families at home
 Involvement of local business and society at large
There is claim relation between sustainable business and societal
growth, (Krishnan and Balachandran 2010). Green marketing
comprises of policy which reduces waste, electrical efficient, eco-
friendly and encourages ecological health to serve society

68 Social Responsibility and Ethics in Marketing
sustainability (Rehman 2011). Green marketing conceptually relates
to social responsibility and engaged in eco-friendly awareness in the
society and raise the level of consumption of green products segments
with green consumer (Singh 2012). In last few decades, there is a
demand of both marketing and sustainable development which can be
done by activation of green marketing only (Chen & Chang 2012,
Jhawar et al 2012, Leonidou et al 2013).
Green marketing has added competitive advantage with business
innovations and gaining the best possible revenues (Mahmood &
Humphrey 2013)
Objectives of the research study
 To know Corporate Social Responsibility in India by
organizations
 To know the relationship between CSR & Green Marketing
 To elaborate the social responsibility of companies towards
consumer & ultimate to society at large.
 To know the meaning and usefulness of Green marketing in
today’s pandemic situation.
 To know the future of Green Marketing
 To know the green marketing under pandemic
Green Organizations-Acquiring green rules & regulations
to perform Corporate Social Responsibility in India
Social Responsibility of the Corporation
Social responsibility is a process of adopted tools & techniques by an
organization to provide transparency as a social responsibility in
ecological, financial and social welfare, this also nourish relationship
between produces, customers and regulatory authorities. Leading

AVLOKAN - 2021 69
organizations in India are already promoting ethical concepts in order
to provide sensible products & services to the beneficiaries. These
types of organizations are careful and cautious about the social
responsibility and maintaining it for long term sustainability. They
usually on continuous basis observe global and local scenario,
extensions, need & want, rules & regulation to be in frontline or first
to take-over the new concepts for consumers.
CSR in India
Corporate Social Responsibility in not new to India. It is embedded in
tradition of India but corporate have taken it for a granted. Some
corporate were following and other corporate were only showing as
they are not transparent in their work. There was a need of some strict
liability if not followed. As per The Companies Act 2013(amendment
of old The Companies Act 1956), schedule VII, under section 135
state mandatory provisions for corporate to actively participate in
CSR activities. It is applicable to all holding or subsidiary companies
whose net worth of Rs.500 Cr or more or turnover of Rs.1000 Cr or
more or net profit of Rs. 5Cr or more. A provision of CSR committee
was also given which consist of the directors. Committee will be
responsible to formulate and recommend to board about CSR
policies, allocate amount as per selected CSR policy, maintain the
CSR policies from time to time for positive formulation and institute
a transparent & easy understandable monitoring mechanism for
betterment of the society at large.
Pre CSR amendment u/s 135, CSR was one of the responsibilities of
corporate but due to lack of documentation on said activity was not
followed and there were no such surveillance of committee for
monitoring. Such obligations were there in The Constitution of India
1950, part IVA, article 51A fundamental duties of citizen which
comes into force with the 42nd amendment in 1976. Under this article

70 Social Responsibility and Ethics in Marketing
there are ten fundamental duties from a to k, article 51A(g), state that
“to protect and improve the natural environment including forest,
lakes, rivers and wild life, and to compassion for living creatures”.
From time to time government imposed rules and regulations to save
environment. The Indian Forest Act 1927, amended in 1984, The
Water (Prevention and Control of Pollution) Act 1974, The Air
(Prevention and Control of Pollution) Act 1981, The Environmental
Protection Act 1986, The Hazardous Waste (Management and
Handling) Rules 1989, The Public Liability Insurance Act 1991,
Municipal Solid Waste (Management & Handling) Rules 2000, The
Notice Pollution (Regulation and Control) (Amendment) Rules 2002
and article 48A-Protection and improvement of environment and
safeguarding of forest and wildlife.
Section 135 of The Companies Act 2013 impose direct CSR to all the
corporate and to state social responsibility with social accountability
for every year and in coming years it should be made more strict and
it is high time to make aware to customers also, so that both part can
play their role on social responsibility.

AVLOKAN - 2021 71
With global influence and numerous surveys conducted CSR is still
remains under the charitable umbrella but due to awareness, it is
moving very slowly from corporate building concept to societal
sustainable development through various CSR projects. Individuals
are getting aware and now are more actively demanding all over
sustainable development of environment & society at large. Corporate
are making strategies to link there polices for CSR beyond charitable
purpose and uplifting the scope. They are on continuous basis
discussing, planning, organizing and monitoring the policies. They
are maintaining annual reports and publishing it in public.
Tata’s concern for community is reflected in what Jamshedpur is
today. Apart from the Tata, other business groups have also supported
good causes. The Birla’s have contributed to religion and education.
The Godrej family, the Baja, the TVS group, the Mahindr’s, is among
the well-known business groups engaged in charity. In addition to the
family owned companies, many other Indian companies like ITC,
Reliance, Infosys, Hindustan Lever, several banks and PSUs also
support social development.
A 1999 survey by Social and Rural Research Institute (SRI) of the
Indian Market and Research Bureau (IMRB) showed that 69percent
(414 out of 600 companies surveyed) provide various kind of support
for social development. A sample of select 50 companies under study
indicates that over 80 percent companies provide some social
programme. The Companies Act, 2013 has introduced the idea of
CSR to the forefront and through its disclose-or-explain mandate, is
promoting greater transparency and disclosure. Schedule VII of the
Act, which lists out the CSR activities, suggests communities to be
the focal point. On the other hand, by discussing a company’s
relationship to its stakeholders, CSR core operation of transparency
includes society at large and that would be beneficial in long.

72 Social Responsibility and Ethics in Marketing
Relationship between CSR and Green Marketing
Corporate around the world are very keen to know the new trends
towards customers are leaning, they are encountering global
competitiveness to attract them. Green Marketing forms dual concept
of CSR and communicating their business to customers. Green
marketing focus on CSR initiatives by business, in this pandemic
consumers are becoming quality and health conscious and they want
to invest their money, time and efforts in procurement of eco-friendly
products. By this companies and customers wants to pay-off their
obligations of social responsibility towards society and environment
and designing proper CSR policies of the organization is typical
nowadays, whereas, green marketing is considered as ethical
marketing and can lead to sustainable growth with CSR.
Reasons for adoption of Green Marketing
Most of the companies are willing to venture with green marketing
for the following reasons:
a. Competitive advantages from other companies.
b. Create opportunities in demand of stakeholders.
c. Perform automatic Corporate Social Responsibility.
d. Pressure of adopting government rules & regulations.
e. Adopting Green Code.
f. Long term relationship with customers.
g. Leads to sustainability development of business and society at
large.
Future of Green Marketing in India
Increasing global warming, long term pandemic situation and other
aspects of deterioration of environment, everyone is looking for

AVLOKAN - 2021 73
health survival. In that context green marketing concept with green
manufacturing production & operations management and green
consumption can lead to sustainable and healthy society. It can be a
big step towards ecological marketing which can perceive its
advantages. Introduction of 135 section of The Companies Act 2013
makes all corporate to follow strictly under CSR, by this they can
contribute to economic development of the country. Transparency in
business activities making corporate completely responsible and
accountable for their activities, which can have impact on society and
the environment.
Green Marketing and Pandemic
The wake of the corona virus pandemic shows that consumers are
seeking for eco-friendly manufactured products and services which
are sustainable for business and environment. Buying habits are
actively seeking to buy green and a survey by third of Brits states that
there is a shift of almost 36% consumers to eco-friendly
manufactured goods. A further four in five (80%) are planning to
purchase products from those corporate who make efforts to be eco-
friendly and sustainable for environment
The research confirms that pandemic has radically changed
consumers purchasing habits and that concerns about the environment
are becoming more important in persuading people what to buy and
what not to buy it from. In London, notable change was found in
survey that more than half (52%) demand shifted to eco-friendly
sustainable products and said that they have changed most of their
habits in pandemic.
Organisation in difficult phase of pandemic and undesirable factors
change their business strategies towards innovative process of
conducting business on environmental friendly grounds and

74 Social Responsibility and Ethics in Marketing
consumers are also in a mood of changing their preferences towards
eco-friendly goods & services.
Conclusion
This research study usually discloses the need and purpose of green
marketing as a crucial part of the structure of CSR in India. Green
marketing as a holistic marketing covers most of the dimensions of
organization working to be successful and can lead to sustainable
development with its responsibility to save environment. It is
perceived by most of the organization that their success is dependent
on the economic and social development of the country. However, the
organization should reflect their social responsibility and
accountability in their practices and actively operates them in their
day to day working, planning and as well as in their short term or long
term strategies. Whereas, we can consider “green concepts” as an
added advantages in organization profit maximization and further
development by acquiring potential market with balance into earnings
profits and environmental sustainability.
We can conclude that green products marketing is a sensible/ethical
marketing which simultaneously work as marketing and also became
socially & accountably responsible in providing better/safe products
with major contribution to environment sustainability.
“You can close your eyes for that, what you do not want to see, but
you can never close your heart for that, what you do not want to
feel”
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About the Editors
Dr. Dinesh Nilkant is a visionary believing in the motto of
‘Performance is Reality’ and an academic leader being the
architect of the JU-CMS, which holds the honor of a place in
the ‘Limca Book of World Records’. He is the Dean of Center
for Management Studies& CMS Business School-Jain
(Deemed-to-be-University), Bangalore, holding a
Professional Certificate in Marketing from Chartered
Institute of Marketing (CIM), UK. He revolutionized the
concept of management education coordinating study curricula with Cambridge
University and the NMIT, Australia, initiating several specialized and advanced
study programs at the Jain Group of Institutions; Chartered Financial Planning
(CFP), Chartered Institute of Marketing (CIM) and Chartered Accountancy
(CA) courses to name a few. He conducted several Workshops, Talks and
National/ International Seminars/ Conferences with publication of his papers in
Scopus- indexed Journals.
Dr. Varsha Agarwal presently works as Research Cell
Coordinator and Assistant Professor at Center for
Management Studies, Jain (Deemed-to-be-University). She
completed her MBA from ICFAI Business School, Gurgaon
and PhD from Christ University. She is certified for data
analysis skills from Harvard and Johns Hopkins University.
She has authored four books and more than 50 papers in many
reputed and Scopus indexed journals including Sage and
Emerald and presented papers at IIM-A, IIM-B and IIM-K. She is also a certified
Reviewer for CRC Press (Taylor & Francis Group). She has also been a Delegate
for HPAIR Harvard College Conference 2021 on fully funded scholarship.
Prof Sunitha B.K is HOD at Center for Management
Studies, Jain (Deemed-to-be-University). She graduated
with B.A. and M.A. (Economics) from Bangalore University,
MBA (Pondicherry University) and M. Phil from Jain
University. She is currently pursuing PhD in Political
Marketing. She is also certified from Yale University (With
H o n o u r s ) , I S B H y d e r a b a d ,
University of Newcastle etc. She has
presented and published many papers in several
National/ International and Scopus Indexed Journals
and authored three Books. She is also advisor for few
start-ups.