form companies. Secondly, these authors have also listed down green marketingstrategies; shaded, defensive, extreme and lean marketing which elaborated separatestrategy for each type of business.Ottman (2011) has clarified that what values sustainable marketing imparts on products/services such as consumers being ready to pay price premiums and making positive perceptions about green products.
Background and Definition:
An academic booklet written by Charter, Peattite, Ottman and Polonsky (2002)represented the beliefs of Marketing Academics that companies must follow the agendaof Corporate Social Responsibility (CSR). The idea gained popularity in 1990s and sincethen academics have emphasized on the importance of sustainability. They havesubstantiated the ideas by the fact that consumers, business customers, stakeholders andgeneral public favor organizations that market their products causing minimum harm toenvironment.Sustainable marketing is part of the social marketing and this has been first introduced in20
century by G.D Wiebe who proposed that advertising should encompass ‘goodcitizenship’ (Cohen, 2011). Later Philip Kotler and Gerald Zaltman promoted socialmarketing in the school curriculum and advocated that it be taught as a discipline. Andsince then, sustainable marketing has evolved. The ideas have laid grounds for marketersto practice sustainable marketing in the latter stages till to date.Before studying the benefits sustainable marketing pose, let us define it more precisely sothat better understanding can be achieved.Philip Kotler (2010) defines sustainable marketing as marketing decisions which consider consumer wants, company’s requirements, consumers’ and society’s long run interests.Another definition put forward by Baker and Saven (2010) explains rather elaboratelythat sustainable marketing is the practice whereby marketers meet the needs of presentgenerations and at the same time considering needs of future generations. Thus it meansthat marketers must be responsible enough to produce and market products in such a way