GREEN PRODUCTS

courtesy : green products.

Review of Literature

Some of the articles were reviewed on “green” concept to get a theoretical background for the study.
Consumer choices not only reflect price and quality preferences but also social and moral values as
witnessed in the remarkable growth of the global market for organic and environmentally friendly products
Green marketing is a phenomenon which has developed particular important in the modern market and
has emerged as an important concept in India as in other parts of the developing and developed world,
and is seen as an important strategy of facilitating sustainable development
Green marketing should not be considered as just one more approach to marketing, but has to be
pursued with much greater vigor, as it has an environmental and social dimension to it. With the threat
of global warming looming large, it is extremely important that green marketing becomes the norm
rather than an exception or just a fad. Recycling of paper, metals, plastics, etc., in a safe and
environmentally harmless manner should become much more systematized and universal. It has to
become the general norm to use energy-efficient lamps and other electrical goods
For today`s consumer, price difference in environment-friendly products has disappeared to be a
negative factor now and promotion has become important for consumers. When companies take these
into consideration and determine marketing strategies accordingly, they can reach their goals by
considering needs and demands of the consumers and by responding them in the most appropriate way.
Therefore, tendency to environmental-friendly product shall exhibit gradual increase
The above studies focus mainly on green marketing. However, there are not many studies being found
on green business. Hence, to fill this research gap, a case study of Patanjali brand had been taken up.
Objectives
The major objective of the study is to know how far Patanjali products are considered as green business.
In addition, the green business practices of Patanjali and consumer’s perception of the products should
be explored.
Green Business Practices
Green business may be defined as, “A business functioning in a capacity where no negative impact is
made on the local or global environment, the community, or the economy”.
Some of the basic features of a green business are identified as below:
1. Proper waste management: The green business limits, recycles and properly disposes waste.
2. Materials: The green business uses eco friendly, reduced, recycled materials in its operations.
3. Energy efficient building: green business makes use of green building which saves the energy.
4. Green Supplier: Working with suppliers to limit the environmental impacts is vital in green
business.
5. Partnership: The green business maintains a healthy relationship with supporting organizations,
NGOs who are working to create healthy environment.
6. Awareness: Green business creates awareness among stakeholders, employees about eco
friendly practices and their importance.
7. Transparency: The green business maintains transparency with the customers on the business
impact on the environment
8. Standards: In an eco friendly business, green standards have been complied with the maximum
extent.
9. Pro active business: It is pro active in the areas of energy and water consumption, use of
resources, carbon dioxide emissions etc. to reduce the adverse impact of business on
environment

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