DIGITAL PLATFORMS & NATURAL ECO-DIGITAL ECO STRATEGY – TOP BRANDS IGNITING IT THROUGH ENVIRONMENT SUSTAINABLE REVOLUTION

Dr. Aparna Goyal , Dr. Sanjeev Bansal

Abstract


Digital Eco Marketing has emerged as a important concept in India as in other parts of the developing and developed countries. It is a new revolution in India in late 1990’s .There is a radical change in consumer preferences and life styles. There has been a change in consumer attitudes towards a Digital Eco lifestyle. The companies are actively trying to increase their impact on the environment. Due to this shift from traditional marketing to Digital Eco marketing, companies these days are facing many new challenges. Organizations and business however have seen this change in consumer attitudes and are trying to gain an edge in the competitive market by exploiting the potential in the Digital Eco market industry. This conceptual study discusses the initiatives of few selected corporate towards Digital Eco marketing in India and abroad also. Though their initiatives are different but the goals are similar and the initiatives have resulted in competitive advantage for these organizations. This paper describes the various initiatives introduced by selected companies for promoting Digital Eco marketing-revolution.

Keywords


Digital, Online, IT, Marketing, Strategy, Boom in Digitization, Eco, Digital Eco, Environment, Sustainability, Online revolution, growth

Full Text:

PDF

References


Amyx, D.A., Dejong, P.F., Lin, X., Chakraborty, G. and Weiner, J.L. (1994), “Influencers of purchase intentions for ecologically safe products: an exploratory study”, in Park, C.W. and Smith, D.C. (Eds), Marketing Theory and Applications: The Proceedings of the 1994 American Marketing Association’s Winter Educator’s Conference, Vol. 5, AMA, Chicago, IL, pp. 341-7.

Anderson, W.T. Jr, Henion, K.E. II, and Cox, E.P. (1974), “Socially vs. ecologically concerned consumers”, American Marketing Association Combined Conference Proceedings, Vol. 36 (Spring and Fall), pp. 304-11.

Antil, J.A. (1984), “Socially responsible consumers: profile and implications for public policy”, Journal of Macromarketing, Fall, pp. 18-39. Arbuthnot, J. and Lingg, S. (1975), “A comparison of French and American environmental behaviours, knowledge and attitudes”, International Journal of Psychology, Vol. 10 No. 4, pp. 275-81.

Arcury, T.A., Scollay, S.J. and Johnson, T.P. (1987), “Sex differences in environmental concern and knowledge: the case of acid rain”, Sex Roles, Vol. 16 Nos. 9/10, pp. 463-72.

Armstrong, J.S. and Overton, T.S. (1977), “Estimating non-response bias in mail surveys”, Journal of Marketing Research, Vol. 14, August, pp. 396-402.

Balderjahn, I. (1988), “Personality variables and environmental attitudes as predictors of

ecologically-responsible consumption patterns”, Journal of Business Research, Vol. 17,

pp. 51-6.

Bearden, W.O., Netemeyer, R.G. and Mobley, M.F. (1993), Handbook of Marketing Scales: Multiitem

Measures for Marketing and Consumer Research, Sage, Newbury Park, CA.

Bernstein, V., Hakel, M.D. and Harlan, A. (1975), “The college student as interviewer: a threat to

generalizability?”, Journal of Applied Psychology, Vol. 60, pp. 266-8.

Bohlen, G.M., Schlegelmilch, B.B. and Diamantopoulos, A. (1993), “Measuring ecological concern:

a multi-construct perspective”, Journal of Marketing Management, Vol. 9 No. 4, October,

pp. 415-30.

Brooker, G. (1976), “The self-actualizing socially conscious consumer”, Journal of Consumer

Research, Vol. 3, September, pp. 107-12.

Burnett, J. and Dunne, P.M. (1986), “An appraisal of the use of student subjects in marketing

research”, Journal of Business Research, Vol. 14, August, pp. 329-43.

Buttel, F.H. (1979), “Age and environmental concern: a multivariate analysis”, Youth and Society,

Vol. 10 No. 3, March, pp. 237-56.

Buttel, F.H. and Flinn, W.L. (1978), “Social class and mass environmental beliefs: a

reconsideration”, Environment and Behaviour, Vol. 10 No. 3, September, pp. 433-50.

Carson, P. and Moulden, J. (1991), Green is Gold: Business Talking to Business about the

Environmental Revolution, Harper Business, Toronto.

Churchill, G.A. Jr (1979), “A paradigm for developing better measures of marketing constructs”,

Journal of Marketing Research, Vol. 16, February, pp. 64-73.

Coddington, W. (1993), Environmental Marketing: Positive Strategies for Reaching the Green Consumer, McGraw-Hill, New York, NY. Green purchasing decisions

Cope, D. and Winward, J. (1991), “Information failures in green consumerism”, Consumer Policy Review, Vol. 1 No. 2, April, pp. 83-6.

Corrado, M. and Ross, M. (1990), “Environmental issues in the 1990s: green issues in Britain and the value of green research data”, ESOMAR Annual Congress, Vol. 43, September, pp. 347-69.

Crosby, L.A., Gill, J.D. and Taylor, J.R. (1981), “Consumer/voter behaviour in the passage of the Michigan container law”, Journal of Marketing, Vol. 45, Spring, pp. 19-32.

Dembkowski, S. and Hanmer-Lloyd, S. (1994), “The environmental attitude-system of the Annual Conference of the Marketing Education Group, Coleraine, 4-6 July, pp. 232-41.model: a framework to guide the understanding of environmentally conscious consumer behaviour”, in Carson, D. et al. (Eds), Marketing: Unity in Diversity. Proceedings

DeVellis, R.F. (1991), “Scale development: theory and applications”, Applied Social Research Methods Series, Vol. 26, Sage, Newbury Park, CA.

Dunlap, R.E. and Van Liere, K.D. (1978), “The new environmental paradigm: a proposed

measuring instrument and preliminary results”, Journal of Environmental Education, Vol. 9, pp. 10-19.

Du Preez, J.P., Diamantopoulos, A. and Schlegelmilch, B.B. (1994), “Product standardization and attribute saliency: a three country empirical comparison”, Journal of International Marketing, Vol. 2, No. 1, pp. 7-28.

Elkington, J. (1989), “Why it pays to be green”, Weekend Financial Times, October 14, p. 13. Fishbein, M. (1973), “The prediction of behaviours from attitudinal variables”, in Mortenson, C.D. and Sereno, K.K. (Eds), Advances in Communication Research, Harper & Row, New York, NY.

Foxall, G.R. (1984a): “Evidence for attitude-behavioural consistency: implications for consumer research paradigms”, Journal of Economic Psychology, Vol. 5, pp. 71-92.

Foxall, G.R. (1984b), “Consumers’ intentions and behaviour”, Journal of the Market Research Society, Vol. 26, pp. 231-41.

Gerbing, D.W. and Anderson, J.C. (1988), “An updated paradigm for scale development

incorporating unidimensionality and its assessment”, Journal of Marketing Research, Vol. 25, May, pp. 361-70.

Gill, J.D., Crosby, L.A. and Taylor, J.R. (1986), “Ecological concern, attitudes and social norms in voting behaviour”, Public Opinion Quarterly, Vol. 50, Winter, pp. 537-54.

Gordon, M., Schmitt, N. and Schneider, W. (1984), “An evaluation of laboratory research on bargaining and negotiations”, Industrial Relations, Vol. 23, pp. 218-33.

Grunert, S.C. (1991), “Everybody seems concerned about the environment: but is this concern reflected in (Danish) consumers’ food choice?”, paper prepared for a special session at The ACR Summer Conference, Amsterdam, June.

Hackett, P.M.W. (1992), “A conceptual and empirical model of the environmentally concerned consumer”, Working Papers in Consumer Research, CRU/92-02, University of Birmingham, Birmingham.

Hackett, P.M.W. (1993), “Consumer’s environmental concern values: understanding the structure of contemporary green world views”, in Van Raaij, W.F. and Bamossy, G.J. (Eds), European Advances in Consumer Research, Vol. 1, pp. 416-27.

Hair, J.F. Jr, Anderson, R.E., Tatham, R.L. and Black, W.C. (1992), Multivariate Data Analysis – with Readings, Macmillan, New York, NY.

Heberlein, T.A. (1981), “Environmental attitudes”, Journal of Environmental Policy, Vol. 2, pp. 241-70.

Henion, K.E. II and Wilson, W.H. (1976), “The ecologically concerned consumer and locus of control”, in Henion, K.E. II and Kinnear, T.C. (Eds), Ecological Marketing, American Marketing Association, Chicago, IL.

Henley Centre (1990), “Rising challenge of green”, Marketing, 13 September, p. 24. European Journal of Marketing 30,5

Hines, J.M., Hungerford, H.R. and Tomera, A.N. (1987), “Analysis and synthesis of research on responsible environmental behaviour: a meta-analysis”, Journal of Environmental Education, Vol. 18 No. 2, Winter, pp 1-8.

Hooley, G.J. and Saunders, J. (1993), Competitive Positioning: The Key to Marketing Strategy, Prentice-Hall International, London.

Hseueh, L.M. and Gerner, J.L. (1993), “Effect of thermal improvements in housing on residential energy demand”, Journal of Consumer Affairs, Vol. 27 No. 1, pp. 87-105.

Jackson, E.L. (1985), “Environmental attitudes and preferences for energy resource options”, Journal of Environmental Education, Vol. 17, pp. 23-30.

Jackson, J.E. (1983), “Measuring the demand for environmental quality with survey data”, Journal of Politics, Vol. 45, pp. 335-50.

Kinnear, T.C., Taylor, J.R. and Ahmed, S.A. (1974), “Ecologically concerned consumers: who are they?”, Journal of Marketing, Vol. 38, April, pp. 20-24.

Landy, F.J. and Bates, F. (1973), “Another look at contrast effects in the employment interview”, Journal of Applied Psychology, Vol. 58, pp. 141-4.

Lawrence, J. (1993), “Green product sprouting again: more focused efforts avoid controversy”, Advertising Age, 10 May, p. 12.

Lounsbury, J.W. and Tournatzky, L.G. (1977), “A scale for assessing attitudes toward

environmental quality”, The Journal of Social Psychology, Vol. 101, pp. 299-305.

Lowe, G.D., Pinhey, T.K. and Grimes, M.D. (1980), “Public support for environmental protection: new evidence from national surveys”, Pacific Sociological Review, Vol. 23 No. 4, October, pp. 423-45.

Maloney, M.P., Ward, M.P. and Braught, G.N. (1975), “A revised scale for the measurement of ecological attitudes and knowledge”, American Psychologist, Vol. 30, July, pp. 787-90. Marketing (1992), “How green is the UK consumer when shopping?”, 26 November, p. 16.

Mohai, P. and Twight, B.W. (1987), “Age and environmentalism: an elaboration of the Buttel model using national survey evidence”, Social Science Quarterly, Vol. 68, December, pp. 798-815.

Moser, C.A. and Kalton, G. (1971), Survey Methods in Social Investigation, 2nd ed., Heinemann, London.

Murphy, P.E., Laczniak, G.R. and Robinson, R.K. (1979), “An attitudinal and a behavioural index of energy conservation”, in Henion, K.H. II and Kinnear, T.C. (Eds), The Conserver Society, American Marketing Association, Chicago, IL, pp. 82-91.

Noru˘sis, M.J. (1988), SPSS-X Introductory Statistics Guide for SPSS-X Release 3, SPSS Inc., Chicago, IL.

Nunnally, J.C. (1967), Psychometric Theory, McGraw-Hill, New York, NY.

Ottman, J.A. (1992), Green Marketing: Challenges and Opportunities for the New Marketing Age, NTC Business Books, Lincolnwood, IL.

Peattie, K. (1992), “Green marketing”, The M + E Handbook Series, Longman, London.

Permut, S.E., Michel, A.J. and Joseph, M. (1978), “The researcher’s sample: a review of the choice of respondents in marketing research”, in Ferber, R. (Ed.), Readings in Survey Research, American Marketing Association, Chicago, IL, pp. 2-13.

Powers, T.L., Swan, J.E. and Lee, S.D. (1992), “Identifying and understanding the energy

conservation consumer: a macromarketing systems approach”, Journal of Macromarketing, Vol. 12, No. 2, pp. 5-15.

Prothero, A. (1990), “Green consumerism and the societal marketing concept: marketing

strategies for the 1990s”, Journal of Marketing Management, Vol. 6 No. 2, pp. 87-103.

Prothero, A. and McDonagh, P. (1992), “Producing environmentally acceptable cosmetics? The impact of environmentalism on the United Kingdom cosmetics and toiletries industry”, Journal of Marketing Management, Vol. 8 No. 2, April, pp. 147-66.

Green purchasing decisions

Ramsey, C.E. and Rickson, R.E. (1976), “Environmental knowledge and attitudes”, Journal of Environmental Education, Vol. 8, pp. 10-18.

Ray, J.J. (1975), “Measuring environmentalist attitudes”, The Australian and New Zealand Journal of Sociology, June, pp. 70-71.

Rothschild, M.L. (1979), “Marketing communications in non-business situations or why it’s so hard to sell brotherhood like soap”, Journal of Marketing, Vol. 43, Spring, pp. 11-20.

Schlegelmilch, B.B., Diamantopoulos, A. and Bohlen, G.M. (1994), “The value of sociodemographic characteristics for predicting environmental consciousness”, in Park, C.W. and Smith, D.C., Marketing Theory and Applications: The Proceedings of the 1994 American Marketing Association’s Winter Educator’s Conference, Vol. 5, AMA, Chicago, IL, pp. 348-9.

Schwepker, C.H. Jr and Cornwell, T.B. (1991), “An examination of ecologically concerned consumers and their intention to purchase ecologically-packaged products”, Journal of PublicPolicy and Marketing, Vol. 10 No. 2, pp. 77-101.

Scott, D. and Willits, F.K. (1994), “Environmental attitudes and behavior: a Pennsylvania survey”, Environment and Behaviour, Vol. 26 No. 2, March, pp. 239-60.

Sears, D.O. (1986), “College sophomores in the laboratory: influences of a narrow data base on social psychology’s view of human nature”, Journal of Personality and Social Psychology, Vol. 51 No. 3, pp. 515-30.

Smyth, M. and Browne, F. (1992), General Household Survey 1990, HMSO, London.

Spector, P.E. (1992), “Summated rating scale construction: an introduction”, Quantitative

Applications in the Social Sciences, Series No. 07-082, Sage, Newbury Park, CA.

Synodinos, N.E. (1990), “Environmental attitudes and knowledge: a comparison of marketing and business students with other groups”, Journal of Business Research, Vol. 20 No. 2, pp. 161-70.

Tognacci, L.N., Weigel, R.H., Wideen, M.F. and Vernon, D.T.A. (1972), “Environmental quality: how is public concern?”, Environment and Behaviour, Vol. 4, March, pp. 73-86.

Toor, M. (1992), “ISBA’s green code delays government legislation”, Marketing, 30 January, p. 8.

Van Dam, Y.K. (1991), “A conceptual model of environmentally-conscious consumer behavior”, Marketing Thought around the World – Proceedings of the 20th European Marketing Academy Conference, Vol. 2, Michael Smurfit Graduate School of Business, University College, Dublin, pp. 463-83.

Van Liere, K.D. and Dunlap, R.E. (1980), “The social bases of environmental concern: a review of hypotheses, explanations and empirical evidence”, Public Opinion Quarterly, Vol. 44, Summer, pp. 181-97.

Van Liere, K.D. and Dunlap, R.E. (1981), “Environmental concern: does it make a difference how it’s measured?”, Environment and Behavior, Vol. 13 No. 6, November, pp. 651-76.

Vining, J. and Ebreo, A. (1990), “What makes a recycler? A comparison of recyclers and nonrecyclers”, Environment and Behavior, Vol. 22 No. 1, January, pp. 55-73.

Webster, F.E. (1975), “Determining the characteristics of the socially conscious consumer”, Journal of Consumer Research, December, pp. 188-96.

Witherspoon, S. and Martin, J. (1992), “What do we mean by green?”, British Social Attitudes: The 9th Report, Social and Community Planning Research, Hants, pp. 1-26.

Wongtada, N., Rice, G. and Sammartino, C. (1992), “Emerging issues in green marketing: trends and their implications in Europe”, paper presented at The Academy of International Business Conference, Brussels, Belgium, 20-22 November.

Worcester, R. (1993), Public and Elite Attitudes to Environmental Issues, MORI, London.


Refbacks

  • There are currently no refbacks.




Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright © 2021 INTERNATIONAL EDUCATION AND RESEARCH JOURNAL