1 1IMPACT OF GREEN MARKETING ON SUSTAINABILITY OF 2INDUSTRIAL ENTREPRENEURSHIP IN NEPAL 4Jagat Timilsina*1, Wirach Taweepreda1, Saroj Gyawali2, Dinesh Mani Ghimire3 Faculty of Environmental Management, Prince of Songkla University, Songkhla 90112, Thailand 72Sustainable Study and Research Institute, Kathmandu-16, Nepal, 83 Central Department of Management, Tribhuvan University, Kathmandu, Nepal 10Abstract 11In 21st century, people are involved in destroying the environment and create the natural threat 12themselves In the modern age of globalization, it has become a challenge to keep the customers 13as well as consumers in fold and even keep in natural environment safe and that is major need of 14the time Consumers are also aware on environmental issues, global warming and the impact of 15the environmental pollution Green marketing is about marketing a product or service having eco16friendly feature and aiming at win-win situation for both consumers and organizations Green 17marketing and sustainable industrial development are directly connected with the satisfaction of 18the customer as well as awareness of the customer towards better environment A better quality of 19life for everyone through green community and their activities are essential Green marketing is 20very burning issue in environmentally friendly products produces by industries Especially in 21many developing countries like Nepal where sustainable industrial development and customer 22satisfaction may be ensured It is aiming to study about current state of green marketing and its 23relation in sustainability of industries in Nepal Nepal has abundance of opportunities of green 24marketing towards protection of natural virginity But its effective practice and implementation is 25not promising due to lack of commitment of industrial policy as well as customer awareness This 26paper is mainly focused on the impact of the green marketing in sustainability of industrial 27entrepreneurship In conclusion, green marketing plays a vital role in sustainability of industrial 28entrepreneurship and environmental management of any nation 29Keywords: Green marketing, Sustainable industrial development, Customer satisfaction 30 31 32 Corresponding author Tel: +977-01-9851188398 33E-mail address: jtimilsina027@gmail.com 34 35INTRODUCTION 36 37 Environmental issues such as global warming, deforestation, disposal of toxic waste, ozone 38depletion and reduction of natural resources have become regular features of everyday life in any 39community 40 Environmental problems have been badly hit in individual health People awareness on the 41various environmental issues are increased tremendously Individual behavior of community has 42changed towards preferring green lifestyle People are actively trying to reduce their impact on 43the environment (Cherian, 2012) 44 Green marketing is considered to incorporate environmentally safe marketing activities to the 45customer by offering goods and services Composition of marketing mix employ with 46environment friendly activities to the community Green marketing involves to explore 47environment related activities in society and carefully integrating social and environmental 48issues Green marketing involves strategic options such as green products, green packaging, 49green prices and green communication (Ottman, 2006) The growth of green marketing and green 50consumer is taken as opportunity for protection of environment in industrial activities Green 51marketing concept has been developed for protecting consumer rights and community rights 52globally, but it has taken seriously by American and European customer, were found to be more 53conscious about the environment (Curlo, 1999) Green marketing is also used for producing 54organic products by agriculture-based entrepreneurs in Nepal 55 The concept of sustainability in industrial entrepreneurship depends upon application of green 56marketing through corporate strategy, consumer preferences and community loyalty on 57environment The need for sustainable business practices is in Nepalese industries are demanded 58environment friendly to be a result of overall increase in the consumer awareness in green 59products Environmentalism has emerged globally to be a vital aspect due to increasing issues 60related to acid rains, depletion of the ozone layer, and degradation of the land and many more 61pressing environmental issues 62 Sustainability of any industrial activities are directly linked with the satisfaction of the 63customers Traditional marketing activities were confronted with the mass production of products 64and create balance between demand and supply but recently, the concept of marketing is also 65changed It has empowered new phenomenon in marketing and coined new terminology “green 66marketing” Today, aware consumers are concerned about how their purchasing habits can help to 67minimize negative impact on environment (Shrestha, 2018) Industries have stimulated by 68business ethics and to be more socially and environmentally responsible by creating positive or 69minimizing negative impact on society and environment caused by production of products and 70services The production of green products is a threat to all industries, as requirement of quality, 71cost, performance and environmental issues needs to be met 72 Green marketing tools such as eco packaging, green branding, green advertising, green 73labelling and environmental belief have been the major guiding attributes towards identifying 74purchase behavior of customer Green marketing is considered one of the major trends in modern 75business (Kassaye, 2001) It has taken by industries that are concern about the environment or 76green problems by delivering the environmentally sound goods or services to create consumers 77and society’s satisfaction (Soonthosmai, 2001) 78 Harrison (1993) proposed green marketing strategy by firms through positioning the 79environmental benefits of green products to consumers’ mindset to influence their purchasing 80decision Green marketing is defined as the management process responsible for identifying, 81anticipating and satisfying the requirements of customers and society in a profitable and 82sustainable way (Welford, 1996) 83 84 Environmental Issues in Nepal 85 Huge amount of plastic use in marketing activities, pollution, deforestation and wildlife trade 86are some of the critical issues that Nepal faced every day Natural resources to every day 87consumable products can be put in the framework of green marketing for creating balance in the 88competitive market Deforestation, air pollution, river water pollution, groundwater exploitation, 89greenhouse gas emission etc are the issues of environment in Nepal Nepal has contributed for 90industrial development and growth in recent years and parallelly given emphasized on protection 91of natural virginity It has interrelated with production to consumption process 92 The cause and consequences of environmental degradation may be of different magnitude and 93scale, and are changing both in urban and rural areas The urban environmental problems are 94more related to pollution and the resultant effects on human health is apparent whereas in the 95rural areas where about 90 percent of the total population resides, environmental problems are 96largely related to depletion of forest resources, loss of top soil, watershed disruption, landslides, 97decline in farm production, flooding, indoor pollution and misuse of pesticides and insecticides 98(Jha, 2015) 99 In order to meet challenging environmental values, both producers and patrons are becoming 100more and more sensitive to swift from normal products to green products and services Green 101marketing has come into view which speaks about sales increase in the market for sustainable 102growth and socially responsible products and services (Yaganandan, 2017) It also ties strongly 103with issues of industrial ecology and environmental sustainability such as producer’s liability, 104life-cycle analysis, material use and resource flows, and eco-efficiency Sustainability of 105industrial entrepreneurship in Nepal must be considered for environmentally acceptable and 106socially recognizable 107 108 10 11 109 Green Marketing 110 Intensification of environmental concerns, such as depletion of natural resources, global 111warming, climatic change and deforestation, has been observed since the emergence of industrial 112and technological revolution (Katsikeas, 2016) Stakeholders consider mass production by 113industry and mass consumption by consumers as the biggest threats for future generation to 114come Massive industrial developments in developed countries are created environmental threat 115to the society Ecologists consider the worsening of the environment as a significant threat to the 116survival of humankind (Yin, 2019) 117 Many industries are presently undertaking an ecological conversion process into their activities 118to decrease the harmful effects on the environment and as an imminent source of competitive 119advantage (Fraj, 2011) Green marketing acts as an association between organizations eco120friendly activities and stakeholders’ satisfaction (Keszey, 2020) Green marketing practices have 121become increasingly important for marketers and decision makers for preserving the natural 122environment It is comparatively new concept, and most of the researches have focused on green 123consumer behavior in developing countries like Nepal 124 Marketing paradigm is shifting from business-focused to customer-oriented marketing; there 125was a lack of studies of green marketing practices concerning the industry in Nepal Green 126marketing has been well recognized as a contemporary concept by the research community and is 127defined in various ways all over the world The term “Green marketing” refers to the designing, 128development and promotion of products or services that satisfy the needs of consumers for 129quality, output, accessible prices and service, without putting a negative effect on the 130environment, concerning the use of raw material and the consumption of energy, etc (Dangelico, 1312017) 132 Sustainability of Industrial Development 133 Climate change and rapid exhaustion of natural resources and biodiversity are some of the 134challenges on civilization must come to hold with green marketing and corporate strategy for 135environmental protection in any society (Elemeen, 2015) Green marketing is viewed as to 136achieve the organization’s objectives (Singh, 2008) Community has become more concerned on 137environment; industry has started to modify their activities in accordance to customer need 138Environmental issues are addressed by industrial community which make contribution for green 139marketing concept adoption The term green marketing came into existence in the late 1980s and 140early 1990s Green marketing has incorporated a broad range of activities, including product 141modification, change to the production process, packaging changes, as well as modifying 142advertising (Choudhary, 2013) 143 According to the American Marketing Association (AMA), Green marketing can be defined in 144three ways: first, it is the marketing of products that are presumed to be environmentally safe 145(retailing perspective), second, green marketing is the development and marketing of products 12 13 14 146designed to minimize negative effects on the physical environment or to improve its quality 147(social marketing perspective) and third, it is the efforts by organizations to produce, promote, 148package, and reclaim products in a manner that it is sensitive or responsive to ecological concerns 149(environmental perspective) (Henion, 1975) 150 Reviews of the literature indicate that marketers are incorporating green marketing strategies 151into many activities, including: planning (McDaniel, 1993); product and package design (Bhat, 1521993); pricing (McCaughan, 1991); distribution (Schlegelmilch, 1995); retailing (Duff, 1990); 153promotion (Devis, 1993) 154 Green marketing, environmental marketing are the elements of innovative marketing 155approaches which not change, increase or regulate idea about the persisting marketing 156practices, but search for challenging those traditional ideas and provide considerably different 157point of view 158 According to the American Marketing Association, “Green Marketing is the marketing of 159products that are presumed to be environmentally safe, involves developing and promoting 160products and services that satisfy customers want and need for Quality, Preference, Affordable 161Pricing and Convenience without having a detrimental input on the environment (Alsmadi, 2007) 162 Industrial entrepreneurship is considerably contributing to conservation of environment 163through biodiversity, producing environment friendly products, conservation of energy, water and 164natural resources, climate protection, maintenance of community infrastructure Industrial 165entrepreneurship has accepted their accountability and responsibility not to harm the 166environment So, products and production processes become cleaner and more industries “go 167green”, because they realize that they can reduce pollution and increase profits at the same time 168(Hartmann, 2005) Green marketing is considered following items (Reddy, 2017): 169 • Green products: by designing eco-friendly products that are less poisonous in all 170 aspects 171 • Green pricing: initial price of the product is high but the operating cost 172 throughout the life cycle is low 173 • Green advertisement: positioning the company’s products as eco-friendly in 174 various communication tools used 175 • Green distribution: logistics and supply chain should be very efficiently used so 176 that wastage of fuel, time, energy and funds are not done 177 • Sustainable marketing: the actual green marketing system is one which focuses 178 on procurement, production, supply chain management and effective disposal after the 179 products life span 180 181 182 15 16 17 183 Methodology 184 This research paper is review based research work It was collected reputed 25 articles and 185minutely reviewing each one for exploring influential factors between green marketing and 186sustainability of industrial entrepreneurship in Nepal 187 This paper is a conceptual study in to green marketing and sustainability of industrial 188entrepreneurship Therefore, the researches adopted a qualitative research method In conceptual 189research, it is important to review previously done researches on the similar objectives of the 190research work A qualitative approach accepts for an elastic process during which changes can be 191made and incorporated into the research 192 Results and Discussion 193 There is an inadequate facility for safe collection, segregation, transportation and disposal of 194unnecessary products by industrial entrepreneurship in Nepal The industrial entrepreneur’s 195commitments towards mitigating environmental issues and promoting green marketing concept in 196implementation of routine jobs everyday in industry should be taken seriously, meaning that 197industry produces eco-friendly products to the customers But in case of Nepal, most of the 198industrial entrepreneurs are not serious towards environment and adaptation of green marketing 199concept in their business activities 200 Lack of communication is considered to be a major reason for commercial failures of 201environmentally sustainable products mainly because communication is a major step in the 202development of a positive behavior towards consumer’s consumption patterns A number of 203studies have dealt with the value perception of a specific set of environmental attributes 204Moreover, previous researches carried out in western nations supported that consumers have 205positive green perceptions on eco-branded products However a number of studies have also 206depicted that people tend to have a negative view towards green products that according to them 207shows a marked tradeoff between its effects on the environment and the functional performance 208of the brand Emotional brand benefits can therefore be stated as being an important factor in 209encouraging consumers to alter their actual buying behaviors and purchase eco friendly items 210 Conclusion 211 To ensure that development is sustainable over the long-term, marketers need to confront and 212implement solutions to rising environment challenges The common theme throughout the 213strategy of sustainable development is the need to integrate economic and ecological 214considerations in decision by policy maker that conserve the quality of industrial development 215and environmental protection The development of energy-efficient operations, better pollution 216controls, recyclable and biodegradable packaging, ecologically safe products are all part of green 217marketing, leading to sustainability of industrial entrepreneurship in Nepal 18 19 20 218 One thing that is being reiterated is that the current consumption levels are too high and are 219unsustainable Therefore there is a need for green marketing and a need for a shift in the 220consumer’s behavior and attitude towards more environmental friendly life styles The current 221study is a compilation of various aspects related to green marketing It is clearly evident from 222review of literatures and the conceptual model that the majority of the consumers still lack ‘green’ 223knowledge and because of such low awareness towards green products organizations are still not 224pushing towards developing more green products nor are they working hard on green packaging 225Organizations still believe that marketing aspects such as developing a proper supply chain, 226packaging, pricing etc take precedence over green marketing initiatives However, this is all 227changing People are beginning to realize their role and responsibilities towards the environment 228Although this change is not happening quickly, it is happening Businesses are looking towards 229gaining an edge in the green market industry by trying to re-package their products into a more 230environmental friendly product They are cutting down on extras and wasted materials and 231turning their operations into more efficient and green operation Companies are also starting to 232educate the masses with an increase in advertising that puts emphasis on green products and how 233they are more beneficial for the consumers This kind of advertising goes a long way in educating 234the masses and promoting the concept of green products among the people With more and more 235consumers willing to pay a little extra towards green products, organizations are taking notice of 236the demands and behavior and attitude of customers 237 238 References 239 Alsmadi, S (2007) 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