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Green Marketing in India: A Perspective

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Essays on Sustainability and Management

Part of the book series: India Studies in Business and Economics ((ISBE))

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Abstract

Green Marketing has explored various themes that include both firm-level activities and consumer acceptance of the green concept and their resultant behaviour. The streams of research within the domain of Green Marketing have included green procurement and production, green marketing communications, green attitude, green behaviour, and green consumer typology. This essay explores the various themes that have been explored in prior research within Green Marketing, along with a commentary on scholarly work in the Indian context. The discussion revolves around the concept of green marketing in India and various aspects that would be of interest, and provides directions for research that will help advance the understanding of this subject in the Indian context.

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Notes

  1. 1.

    Data from the Ministry of Road Transport and Highways, Govt. of India, show that the number of registered two-wheelers increased from 12,611,000 in 1990 to 115,419,000 in 2012, while the number of registered cars/taxis increased from 2,694,000 in 1990 to 21,568,000 in 2012. A large contributor to this is the increase in private ownership of vehicles. In the same period, the number of registered buses, which constitute a majority of public transport in the country, increased from 298,000 to 1,677,000.

  2. 2.

    The number of air-conditioners in India has increased manifold. In 2013–2014 alone 3.3 Million units were added to the existing 25 Million units (an increase of ~12.5 %). Furthermore, reports from Southern region of India alone show that the numbers sold increased ~15.5 % in 2015 over that sold in 2014 and the estimated numbers for 2016 were ~20 % more than in 2015.

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    Suren Sista

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    Runa Sarkar

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    Annapurna Shaw

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Sista, S. (2017). Green Marketing in India: A Perspective. In: Sarkar, R., Shaw, A. (eds) Essays on Sustainability and Management. India Studies in Business and Economics. Springer, Singapore. https://doi.org/10.1007/978-981-10-3123-6_6

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