ALLANA MANAGEMENT JOURNAL OF RESEARCH, PUNE - Volume 4, Issue 2, July 2014 - December 2014

Pages: 21-26
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GREEN MARKETING IN AUTOMOBILE AND ANCILLARY INDUSTRY : FORCES AFFECTING FOR INITIATION AND IMPLEMENTATION IN INDIAN CONTEXT

Author: Prof. Archana Mahamuni, Dr. Mukund Tambe

Category: Marketing Management

Abstract:

Increasing integration of economies and growing concern of customers for environment is resulting into higher environmental performance expectations from the industries even in developing countries. Green marketing can be considered to be contributing towards enhancing the environmental performance of industry and an important element of the evolution of the Indian automobile industry as it responds to challenges of environmental regulations, increasing customer expectations and economic pressures. This research is an attempt to understand the green marketing practices of automobile and ancillary industries in and around Pune. It also attempts to study the forces affecting initiating, implementing green marketing practices in automobile industry in and around Pune.

Based on literature review, hypotheses were formulated and a detailed questionnaire was prepared and circulated among automobile and ancillary industries. The hypotheses were tested by using Friedman chi-square test. The results indicate considerable variatio n in terms of the green marketing practices and underlying reasons for their implementation. Although challenges for practising green marketing are significant, a substantial number of industries agree that government regulation and competitors' forces are most significant forces for initiating and implementing green marketing practices. The implications of the research for marketing practitioners, academicians and society have been discussed.

KEY WORDS

Green marketing practices, Automobile industry, Government regulations, Competitive forces, Execution challenges .