Green Marketing for Sustainable Development: an Industry Perspective

This paper investigates and compares acceptability, perceptions, initiatives and obstacles perceived by public and private manufacturing concerns in India in respect of green marketing. The sample of companies was selected from Delhi and north-western region of India. The study reveals that both public-sector and private-sector companies are concerned for environment and believe that green marketing is relevant for sustainable development. It is also perceived as a promotional tool to build customer trust. Obstacles concerning adoption of green marketing by Indian industry are highlighted. The study calls for business firms to adopt environmentalism as a market opportunity rather than merely as compliance to increasing environmental pressures and legislations. Green marketing should become a norm in a developing country like India rather than an exception as it has the potential to contribute substantially in saving the world from environmental pollution and contribute to sustainable development. Copyright © 2015 John Wiley & Sons, Ltd and ERP Environment