Authors

1. Ms. Leena Sharma
2. Ms. Preeti Sharma
3. Ms. Jagriti Singh

Affiliation

• Assistant Professor ISBM, Suresh Gyan Vihar University, Jaipur
• Assistant Professor ISBM, Suresh Gyan Vihar University, Jaipur
• Assistant Professor ISBM, Suresh Gyan Vihar University, Jaipur

Abstract

Green marketing is the recent buzzword ruling the corporate world. In today’s context of global warming, climate change and environmental pollution, this concept has evolved as a savior for the mankind. Firms using this strategy & started utilizing ecological marketing approach as a mere competitive edge. The time has come for firms to explore every opportunity to enhance their products/services in terms of quality, performance and social responsibility and environment friendliness. In view of this scenario the paper is an attempt to segment the customer on the basis of there concern for environment and willingness to purchase eco friendly products. The study also aims to check the level of Green initiatives taken by the Telecom companies and concludes to suggest the ways to improve the Green framework in telecom companies. The study concludes that majority of the people are not aware of the concept of green marketing. For those who are aware may not be prepared to pay higher prices for green products. As a result, in such situations, one faces the additional challenge of creating awareness and willingness to spend on green products. Unless there is widespread awareness about the long-term implications of continuing to use non-green products, it becomes difficult for the companies to practice Green Marketing. The telecom companies needs to advocate for a business model which relies on energy efficiency measures that harnesses clean energy sources for its operations. At the same time, the sector should also support legislation to stop the climate crisis.

Keywords

Green Marketing , Elikington, J. and Hailes J. (1988). The Green Consumer Guide, Victor Gollancz, London.

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