An environmental marketing system - A proposed model based on Indian experience

Sumesh Ramachandran Nair, C. Ganesh Menon

Research output: Contribution to journalArticlepeer-review

58 Citations (Scopus)


This paper is based on a study conducted in India on venvironmental marketing practices of Indian companies. The study was set in the backdrop of a new environmental-friendly culture in India in the early 1990s, primarily due to the complex environmental problems encountered in different parts of the country. The increased awareness and interest shown by Indian companies in respect of environmental management and marketing was evident in the sharp increase of ISO14001 certified companies in the country. However, an important question at this context was how effectively Indian companies were practicing environmental marketing for the benefit of their customers and other stakeholders. The present paper is an attempt to trace the extent and nature of environmental marketing practice in india and to propose a model for guiding the practice. Copyright
Original languageEnglish
Pages (from-to)467-479
Number of pages13
JournalBusiness Strategy and the Environment
Issue number8
Publication statusPublished - 1 Dec 2008
Externally publishedYes


  • Environmental management
  • Environmental marketing
  • Green marketing
  • ISO 14001


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