SUSTAINABLE MARKETING IN INDIA: EVOLUTION, CHALLENGES, AND OPPORTUNITIES

Volume: 11 Issue: 2

Open Access
Original Article

SUSTAINABLE MARKETING IN INDIA: EVOLUTION, CHALLENGES, AND OPPORTUNITIES

Jaanhvee Dave¹, Sravani Gudla²

1 PGDM 2nd Year Student, Indus Business Academy, Bengaluru, India

2 PGDM 2nd Year Student, Indus Business Academy, Bengaluru, India

Year: 2023, Page: 92-113,

Received: Nov. 20, 2023 Accepted: Nov. 27, 2023 Published: Dec. 1, 2023

Abstract

This research provides a comprehensive overview of Sustainable marketing in the Indian business landscape, focusing on its evolution, challenges, and potential opportunities. The term "Sustainable marketing" has gained prominence as Indian businesses aim to align with environmental concerns, avoiding the pitfalls of sustainable washing while fostering genuine consumer engagement.

Tracing the historical context, it explores pivotal environmental events, such as the Earth Day movement in 1970 and subsequent awakenings following global incidents like the Chernobyl disaster and Bhopal tragedy in 1984. The evolution of Sustainable marketing through ecological, technological, and sustainable phases is detailed, showcasing corporate strides in eco-conscious advertising and product development.

The essence of Sustainable marketing—emphasizing environmentally safe products—is dissected, covering product modifications, packaging alterations, and strategic advertising shifts. Case studies featuring industry giants like McDonald's, Herman Miller, P&G, S.C. Johnson, and Walmart exemplify the tangible impact of embracing Sustainable marketing strategies.

Despite progress, the research paper candidly addresses challenges like consumer scepticism, pricing disparities, and the need for heightened consumer awareness. It showcases strides made by notable Indian companies like Tata Motors, Mahindra & Mahindra, ITC Limited, and Infosys in adopting Sustainable marketing practices.

Based on empirical data, the paper advocates for education, partnerships, competitive pricing, and innovation to bolster Sustainable marketing initiatives. Recommendations emphasize investment in consumer education, leveraging governmental support, innovation in Sustainable products, and fostering alliances to amplify impact.

This comprehensive review underscores the urgent need for a genuine application of Sustainable marketing, positioning it not just as a business strategy but as a pivotal aspect in shaping a Sustainable future for Indian commerce and global environmental conservation efforts.

Keywords:

Carbon footprint, Eco-friendly, Environmentalism, Sustainable marketing, Sustainability.

References

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Cite this article

DAVE J, GUDLA S. SUSTAINABLE MARKETING IN INDIA: EVOLUTION, CHALLENGES, AND OPPORTUNITIES. IEMSJMR.2023;11(2):92-113

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