Green Marketing Strategies Adopted by Ecopreneurs for Environmental Protection and Sustainable Development: A Study with Special Reference to Selected Indian Companies

Abstract

Introduction: Green marketing is a vital business strategy promoting environmentally friendly products and practices, significantly influenced by rising global awareness of ecological issues. Originating in the 1980s, it emphasizes sustainability across product development, packaging, and supply chains, reflecting a brand's commitment to social responsibility. As public awareness of global warming and pollution increases, demand for eco-friendly products continues to rise across various sectors, including consumer goods, industrial products, and services.

Methodology: The paper utilizes secondary data sourced from a variety of research papers, journals, articles, reports, and relevant company websites, ensuring a comprehensive analysis of existing literature and information for its conclusions. It is organised around two objectives: to study the concept of green marketing and its challenges, and to explain the green marketing strategies adopted by some selected Indian ecopreneurs for environmental protection and sustainable development. The literature reviewed covers Sathish T (2024) on green marketing in the digital era, Soumen Nath, Soumi Chakraborty and Kallal Banerjee (2023) on green marketing and sustainable development in India, Geetesh Yadav (2022) on the three R's, Sunita P. Kharate (2021) on the Indian context, Szabo and Webster (2020) on perceived greenwashing, Mukonza and Swarts (2019) on retail sector performance, and Amoako et al. (2018) on green marketing and the SDGs.

Results & Discussion: Green marketing strategies are documented across four company categories. Among FMCG companies, Colgate-Palmolive targets net-zero carbon emissions by 2040, 100% recyclable packaging by 2025 and sustainable sourcing; Hindustan Unilever prioritises reducing plastic usage, sustainable sourcing, biodegradable ingredients and recycled plastics; and Dabur India has eliminated carton packaging for Dabur Red Toothpaste under its Project Prakriti strategy, aiming for net-zero emissions by 2045 and water positivity by 2030. Among e-retailers, Amazon has eliminated single-use plastics in its Indian fulfilment centres since December 2019 and targets a 50% reduction in shipment emissions by 2030, while Myntra runs Myntra Circular and the Myntra for Earth store. Among MNCs, Infosys and TCS pursue green IT, green buildings and sustainable supply chains, and Wipro's Green ware range is RoHS compliant. Among conglomerates, ITC invests in renewable energy and water stewardship, Reliance Industries targets net-zero carbon by 2035, and L&T targets carbon neutrality by 2040 and water neutrality by 2035.

Conclusion: The study highlights the interconnectedness of green marketing and sustainable development in India, pointing to globalization as a catalyst for businesses to embrace eco-friendly practices in response to rising consumer environmental awareness. It indicates that these initiatives can enhance economic, social, and environmental progress in the country. However, it also emphasizes the necessity for further research to investigate the challenges and opportunities that accompany the implementation of green marketing and sustainability strategies in the Indian context.