Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-May07-Article3-Green Marketing : An Illusion or Reality
- Price : 80.00
- Published on May 1, 2007
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
What has happened to “Green Marketing [1]”? In these early years of the new millennium, it is now some 20 years on from the Brundtland Report and the “euphoric” discovery of the environment by marketing practitioners and academics. Over those years, we have seen much research, many product launches and campaigns, and many books, papers and conferences. Despite all this, green marketing gives the impression of having significantly underachieved. Even to the most casual observer, the 1990s largely disappointed in their billing as the decade that would precipitate a “green revolution” in marketing. That decade began with eminently hopeful forecasts about the emergence of a “green tide” (Vandermerwe and Oliff, 1990) of consumers and new products. Yet, this has clearly not materialized as expected. Instead, consumers have become disillusioned; many of the groundbreaking green products produced by specialist firms have left the market; the dramatic growth in green product introductions at the beginning of the 1990s has subsided; and companies have become cautious about launching environmentally-based communications campaigns for fear of being accused of “green washing”.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.