Sustainable Marketing Strategies in India

Bc. Neena Jafferey

Diplomová práce

Abstract:

This study offers an extensive examination of Sustainable marketing within the Indian business environment, highlighting its development, challenges, and potential opportunities. The concept of "Sustainable marketing" has become increasingly significant as Indian companies strive to address environmental issues, steering clear of sustainable washing while enhancing authentic consumer engagement. By exploring the historical background, it delves into crucial environmental events, including the Earth Day initiative in 1970 and the subsequent awareness raised by global incidents such as the Chernobyl disaster and the Bhopal gas tragedy in 1984. The progression of Sustainable marketing through ecological, technological, and sustainable phases is outlined, illustrating corporate advancements in eco-friendly advertising and product innovation. The core principle of Sustainable marketing—focusing on environmentally friendly products—is analyzed, encompassing product modifications, changes in packaging, and adjustments in advertising strategies. However, the research paper honestly confronts obstacles such as consumer skepticism, cost differences, and the necessity for improved consumer awareness. It highlights the efforts made by prominent Indian firms implementing Sustainable marketing practices. Drawing from empirical evidence, the paper promotes educational initiatives, collaborations, competitive pricing, and innovation to enhance Sustainable marketing efforts. The recommendations stress the importance of investing in consumer education, utilizing governmental support, innovating Sustainable products, and fostering partnerships to increase effectiveness. This thorough review emphasizes the critical need for a sincere application of Sustainable marketing, framing it as more than just a business strategy but as a vital element in crafting a Sustainable future for Indian commerce and contributing to global environmental conservation initiatives.

Keywords

Carbon footprint, Eco-friendly, Environmentalism, Sustainable marketing, Sustainability.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 23. 4. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 15. 9. 2025
• Vedoucí: Ing. Radim Dušek, Ph.D.
• Oponent: Ing. Aneta Boušková

Vysoká škola technická a ekonomická v Českých Budějovicích

Magisterský studijní program / obor:
Business Administration / Business Administration