LEARNING LESSONS FROM CORPORATE GREENING

Today although organizations are growing and registering growth, making huge profits and customer is satisfied but Marketing philosophy has its own limitations. Pollution has contaminated the atmosphere and has restricted our sustainable development. It is observed that in last two decades there is a massive discharge of harmful gases like sulphur dioxide (SO2), nitrogen oxides (NOx), and hydrocarbon compounds into the atmosphere. Lead pollution has been linked with impaired brain function in children-emissions from vehicles using leaded petrol are a major source. The challenge facing mega cities is how to reduce the adverse environmental impacts and other negative effects of intense pollution due to industries as well as use of transportation by people. Because the dilemma becomes most pressing under conditions of rapid urban. So, with the aim of bringing down the pollution and to minimise its adverse effects, organizations have shifted from marketing orientation to eco-marketing orientation. Studies indicate that during the 1960's green consumerism emerged and slowly and gradually greener business trends took place world over. Marketing practices and business orientation have started shifting their attention from consumer satisfaction and profitability to consumer satisfaction, profitability & environmental protection. Greening may include developing innovative green product concepts, green concept testing, product development and its marketing, green packaging, paperless communication and green advertising strategies. In this study an attempt is made to study corporate greening practices of selected organisations and how it has helped consumers, organizations and society at large.