CHAPTER I - INFLIBNETshodhganga.inflibnet.ac.in/bitstream/10603/1197/8/08... · 2012-07-11 ·...
Transcript of CHAPTER I - INFLIBNETshodhganga.inflibnet.ac.in/bitstream/10603/1197/8/08... · 2012-07-11 ·...
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CHAPTER - I
INTRODUCTION
The environmental challenges confronting the world today are greater than at
anytime in history. The scale and magnitude of human activities are affecting the
world's climate, ecology and environment. Environmental degradation is also caused
by natural hazards such as Tsunamis, volcanoes, eanhquakes, hunicanes tornadoes,
mudslides, forest fires, floods and changes in the permafrost.'
Current environmental issues include global warming, air pollution, acid rain,
carbon dioxide emissions from the burning of fossil fuels, water pollution from runoff
of pesticides and fertilizers, limited natural fresh water and desertification. These and
other adverse effects of environment on humankind are enormous and are a major
impediment to sustainable development.
Man's greed for socio-economic progress and in his curiosity to probe into and
understand the philosophy of the creation, he initiated exploitation of not only co-
human and other beings, but also the faculty of natural resources. In this process man
has reached to an extreme state of polluting his own sourrounding environment
thereby endangering the very existing of peaceful and natural living of all. Scientists
bring to our attention complex but urgent problems that are bearing on our very
survival. A warming globe, acid precipitation, threats to ozone layer, accumulation of
green house gases. deserts consuming agricultural land, fast depletion of vital natural
resources, the disappearance of rain forests and loss of species. Reports indicate that
the Baltic Sea is dying from sewage and other pollution
Every year, we loose 25 billion tons of topsoil affecting 6 to 7 million hectares
of agricultural land affected by water-logging, stalinization and alkanization.
I . Groa 7'fckoo (2005). Environment, Article and Wrh alerr. May - London. June PP - 3 2. Mahermrm Swomy (2Wl). Law mlanng to mvimnmenralpollurii~n undpmtrrnon. S P Grrpu Puhltsherr.
Hyderabad, PP - I . 3 Jagadish N Shath, Amul Parwriyar, (1995) "Ecologfcal Imperatives and the Rob orMurkerrng ", the
Harvllnh Press h c . , NewYork, P.P. 3 to 21).
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EXHIBIT 1.a Worldwide Environment.l Concern
Total Average CountryBasis 54% Strongly Agne 32% Moderately A p 10% Moderately Disagne 3% Strongly Disagree
Angus Reid World Poll of 16 countries, 4600 intuvim. in 1992. Sample sizes differed. 8% m e n of error for each country.
Source: Jaoquelyn Oman A (1993) Green Mark ing Chollrnger & Opportunities for the New Marbring Age, h7T Publirhing G w , USA. PP-6
A opinion poll of 16 countries in 1992 for the statement of "I am very womed about the state of environment" was found that more than four-fifths of the respondents womed about the state of the environment. More than half concurred that pollution must be reduced even if it means slower growth. (see- Exhibits 1.8)
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EXHIBIT 1.b The Singk Mort Important EnvironmenW b e for Cotusmen
Cumma mld waae 1 p r b r s c d w 25%
Mmluhchra 1 cbemlal I mc WULC
O t h n w l n e u a r a
wtm qvrlny I pdluum
Oumlya punhou ellsnlfluomcrboar
I I Source Jacquetyn Oman A (1993) Gmen Marking Challaga & Oppmw~rrtafw r h r h'nv Morhrng Age. ,VTC Pubiuhrng G-, USA. PP-5
People once perceived the ills of environment are faraway phenomena but their perception is changed now and they think that environment ills are in their own backyards. Almost daily people are facing with a litany of 6ig statistics on cases of skin cancer, birth chemical allergies, and a host of other illness that make them suspect own water is no longer fit to drink and that their food is not pure. Perceived as a direct threat to health, air pollution is fast becoming a top priority the public worry list and is now on a par with solid waste. vide-Exhibits 1.b which is selfexplanatory.
The Friedman ANOVA result reveals (see table 1.1) that there is a significant agreement in ranking among the ecologically concerned consumers about various environmental problems. Further, respondents contacted have ranked 'air, water and soil contamination' first and 'Dust wave' second. Noise, High temperam and Respiratoly problems are tanked third, fourch and fifth respectively. Hence, it is clear that ecologically concerned consumers have felt that air, water and soil contamination as the most environmental problems followed by dust wave. noise, high temperature and respiratwy problems.
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Tabk 1.1 Ruults of Frlcduun ANOVA and Kenddl's coefficient of concordance on ranking scorm of the respondents relatlng to environmental problem.
/ I / Resp~rulory Problems / 4.21 1 2106.5 j 5 1
i . 1
o
1 6 l l 1 3054.5 I / 2 I Fog I
I 3 / HI@ Temperature ' 419 i 2093.5 ' 4 1
Environmental Problem
5 : ~ u s c Wave I
4 0 0 ' 20015 ! 2 1 6 1 Air, Water. So11 Contamtnarlon
I ? 67 1334 5 I I
(n 1 2 5 )
-- - -- . . . -- - I ' ,
.%wme pnmun duru ' '* .S,#~~hr unr or I ,wr < cnr Fiprn., ,n j w m r h n r ihoa rhr </tyro o/ Irwdrmt Tuhlr vulvrul(kt-*yuun.~orc/I I1 i l r 5". Ic?ci - 1 9 6 - ondar / " , , i m r , l - .'- ->
Average R8nk
The ecological crrsls has an outcome of human impact on narure. Reliance on
fossil fuels, use of firewood for household purposes ensuring dramatic deforestation as
well as fanning act~vity make up an essential cause of the current global warming.
These activities are releasing around 7 billion tons per annum of greenhouse gases
into the atmosphew. l'nhridled and apparently uncontrollable g r o w ~ h of industry.
transpon and motor vehicle cons~dered the pntnary sources of sulphur dioxide and
nitrogen wh~eh pollutes alr. T h ~ s air pollution has become a serious flight in major
urban centers.
Waste of houzchold. agricultural and industrial origin alike IS carried off in the
world's water bodies turning them into glgantic sewers. The direct consequences are
Ihc accumulation of heavy metals. highly toxic organic compounds in sediment on the
ocean floor. riverbeds and lakebeds resulting in a massive death of aquatic life. Soil
pollution is a consequence of agricultural practices imposed hy market pressure, i n m i v e f-g, monocultwe, crops unsuited to local ecosystems and climates etc.
Sum of Rank h o b : Obtdncd
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The most disturbing aspect of ecological crisis is the destruction of the world's
forest. In 50 years, one third of the world's aee cover has disappeared. Th~s has hit
tropical countries the hardest. ' Deforestation is the outcome of over-harvesting of
tropical woods, with no concern for sustainable management.
This aggravates not only the problem of greenhouse effect hut also destroys
biodiversity. One quaner of the earth's biodl\ersity could disappear within the next 25
years and eventually destabiltze the environmental balance, with incalculable
consequences on human living conditions. The UN estimates that approximately 500
millron people arc environmental refugees forced to leave their regions of origin in the
wake of drought. flood. soil erosion, and the extension of expon oriented agriculture s
d C .
Thne and other dramat~c change\ are fundamentall\ implnglng upon our
glohal en\ ironmcnt 4n alrcad) crobbded planet w ~ l l haie to 5uppon twlce as many
pwplc u~thln the next 40 kcan To meet the need3 ot the people. world ~ndusmal
output u ~ l l ha\e to qu~ntuplc
4k)ut 'MJ per cenl ol 1111\ population growth I \ crpected In the already over
populated pcwr countn- 1% ho face tremendous \honape of resource\ for de\elopment
Already industnal de\elopment has groun more than 50 tlmes o\er the past century,
four-fiRhs of. which has come since 1950.' Industrialization. urbanization.
consumerism, new consumption panern and soc~al linkages are mainly responsible for
the present state of env~ronmental problems. In the quest for economic development,
tbc society has. so far, given total freedom to business enterprises in consumption of
naaval resources. This unhridled freedom has led to the fast depletion of the natural
resources which gives a s t w s on the suppk chain of the nature.
4 himn. 8 Mamu p Mcmu R Lnd,.nrunJlng En,rrr~mcar. (lO(U1 *c Puhl~carion h h u ArLrd.. Nrr Lklh~. P 4 - 10 '.'
5 EuulW . d . ~ , * . ~ / ~ m , 1:lKJJi htrlt ,,rnn I.\g li r ~ r ) : u t w I.\ at n hrm
b Illid.. I Shah 4 p-~i,ur. ,lvvJ, t;.olv~r.lrn/ I m / r ~ w f i ~ n und lhr ndr ul markmng ", Envtn,nmenra/
Matiuing. fir Hurotih P r ~ s s In' .VCI* );irk. pp .I 10 18
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Environment and economic development
There is a relationship b e e n environment and economic development.
Much of the resources required to faed shelter, clothe the people taken from the
environment. Therefore, protection of environment is an essential part of
development. Without adequate environmental protection, development is undermined
i.e. without development, resources will be inadequate for required investment and
environmental protection will deplete.
According to an estimate. the world's food production will need to double and
industrial output and energy use will Increase three times in the developed counmes
world ober and fite !lmo rn the de\eloplng countnes ' This g r o ~ t h bring\ wlth ~t the
nsk of appallrng en\~ronmcn~al damage The en\lronmental damage costlng Inha
about L'S 4 10 rnklllon per year equal to 4 5 per cent of GDP. ulth urban P0lluh0n
costlng US 4 1 3 bllhon and health co\n from uater degradation costlng US S 5 7
b~l l~on
The fragrle envtronment IS undergoing unsustainable levels of stress from
growtng ppulat~ons. Incrcaslng demand of resources and pollution from household,
agricultural and ~ndustnc% hectors causing additional pressure on land and water,
increasing alr and water pollution and increasing of solid waste. The world
commission on envrronment and dc\clopmcnt \tamed that the world is facing 10
unacceptable Ie\,els of env~mnmental damage
Darnage to m\lronmcnl affi.cta preacnt and future human \\elfare. It harms
human hcalth. reduces cconornlc product^\ ~ry and leads to the loss of her fitness from
the existence of an unspiltvi envlmnment. Some problems are associated with lack
of economic development viz.. inadequate sanitation and clean water. indoor air
pollution from biomass burn~ng etc.. also causing problem to the environment Many 11
types of land degradation in developing countries have poverty as their mot cause.
8 u A L N ,3000. En,mmmmnr Prryrlr'.~ pa~T~rtpaldon and r&riarnnhlr d d g m m ~ - a n owr w n s K W * ~ . ~ M ~ W h, ~ l n u r n 01 RWUI dtwlopmcnr. .VO 11-52 *. ,ir. &MI. pp v
9 P-l G H-,, (?Dm, ..En,,mnn,~nwl P1.rrpn.n~~..\ and Brhav~ar m c h t ~ " E n ~ m ~ n m m t a l and Bobrrw. wl 38. No I . M n , rtlyrpuhltronrul~ 1.0nrlr~n
10 Hu&nhn. N lQu.&. 11. IMd.
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Development and environment explores two-way relationship. Firsf environmental quality-safe, plentiful and healthy water and air-is itself a part of the
development effow. If the benefit from rising incomes is offset by the costs imposed
on health and the quality of life by pollution this cannot be called development.
Second, environmental damage can undermine future productivity. Soils that
deg~adcd, aquifers !hat are depleted and ecosystems that are destroyed in the name of
raising income today can jeopardize the prospects for earning income tomorrow.
Modernization. urbanization and industrialization over exploited and over-
utilized the natural resources. This resulted into depletion of wetlands, deforestation
and desen~fication. The high amount of fertilizers and other inputs required in
agriculture for Increasing the product~vity has led to the degradation of the
envtronrnent. Oter the past several centuries the world's forest have declined one- 12
fifih. from 5 to 4 h~ll~on hectares. When forest\ are cleared. their capacity to
withhold carbon d~ox~de fiorn the atmosphere IS lost
Developmental activ~t~es made India to loose at least 50 per cent of its forests.
polluted over 70 per cent of its water bodies built. cultivated or otherwise encroached LJ
upon its gmss lands and degraded many coastal areas. India's forests provide an
estimated 41 million cuhic meters of wood per year. yet current developmental I 4
activity demand is thought to he 240 million cublc meter. Excessive use of chemical
fcrtilizcrs may decrease the soil prodtlctivity ultimately making the land unworthy to
carry out cultivation activity. Excessive use of ground water and other natural
resources producrd a lot of negative results on en\ Ironmen!.
Therefore our dctclopnlcnt must he designed in such a way that it does not
damage the enviro1lnlcnts' health. To huild and restore environmcnt, su~tainable
economic activities should he practiced. The process of sustainable development mes
to build social and economic progresses satisfying the needs and values of all social
groups wihout foreclosing future options.
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Environment in i16: genetic sense comprises of air, water. land and things
imbibed as also embedded in the land. I t also refers to a definable place where an
organism lives. including both the physical and biologic futures of the place. A
healthy environment is a prerequisite for a healthy body. In many cases, poor
environmental conditions arc the reasons for the health and related problems of the
15 citizens. More than five million die each year from environment related conditions.
Thus, smving for a healthy environment marten for our own health and future
Citin in the developing world are growing rapidly and in these burgeoning
urban arcas. the pace and scale of growth ha.. outstripped the capacity to maintain
acceptable standards of public health. environmental safety. and sustainable economic
growth. lncrcas~ng vehicln, population and exposure to toxic solid waste reduced the
quality of life. a f f ~ ~ t thc citizens In those c~ties. One recent study which evaluated the
role of en\ ironmental pollutants on human health stated that 8 to 9 per cent of the total
d~sease hurdcr~ IS attr~hutahlc to en\.ironmental pollutants. with unsafe water, poor
ranltatlon, arid h!y~cnc tuiup!Ing the mo\t \lgnlficant huurccs of exposure along w~th
~ndoor air pollution Funhcr 11 \a?,. en\ Ironmental factors \ 12 water. samtatlon and
hyg~ene-account~d (br 3 per cent of global monal~ty and 5.7 per cent of total disability
adjusted life year Table I.? explains global hurden of disease attributable to
selected sources of environmental and occupational pollution.
Changes associated s i th climate and weather. air. water and animal population 11
have &=t impact on human health and disease burdens. Besides. as the production
of g m h o u s e gases and global temperatures rise. malaria may spread into new
I8 regions of the globe.
I5 jdn Eldm andNn.ob Cr,n,,rr, r.'rxili , Ilhuf s ar r ~ s l ' En~vmnmrnra l mflunc<.r on human h<alrh". E~,,,.,-,.,,I I,,/ 46 ,v,, ,Y ,stp, p,,ht,< o t t , a r t t ~ n ~ l o n / v l j*
14 Ih~d.pp:fi 1 7 . l b l d . p ~ J I I d M .
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Table 1 3 Global burden of disease attributable to selected sources of environmental md oecupatlond pollution.
ToW (rU rlrk factors) Water. mltatlon and hyg~me Urban, outdoor alr pollut~on Indoor smoke frum sol~d fiels Lad Occupat~onal cnrctnoycn\ Occupauonal a~rbome ~ i l n l ~ ~ i d t ~ * r
/ Thousands I Percent I Thousands Percent / 55,861 1 / 1,455,473 1
\ r , r r n r . John t,ic.$ and \ I ' U / ~ (1111 \111 ,.'11111r f i , n~oonn , t4~~1 $1 heir ili R i d ' tnn,rr,n,ncvrral rnflucnce~ on Human Health PP . 26
Environmental exposures often have the most dramatic impact on our
respirator) system Recent studies are revealing relationship between air quality and
many ad\.ene health outcomes. ~ncluding asthma. lung cancer. cardio vascular
d~sease, d~abe ta . stroke and chronic obstructive pulmonary disease. WHO reports air 19
pollut~on from vanous sources contributes to 3 million deaths world wide.
Cold. ~nfluenza. headaches. and stomach upsets are common illness, often
asociated w~th conltllon indoor pollutants ~ncluding radon. cigarene smoke, carbon 7.0
monox~de, nltropen d~o\ldc. fornlaldch!.de. sol\entc. pesticides and ozone. A
massrve study of the glohal hurden of disease repons that malnutrition is responsible
for 1 1.7 per cent of all dcaths \\orld\r ~ d c and 15.9 per cent of disahility-adjusted life I I
yean
But dcspite these statistics. there is still considerable concern re@ng
environmental influences on human health-only because these factors are outside the
control of individuals hut hecause there is still so much that science does not know.
Sipl icanl unexplained connections remain hetween death and disability for many
diseases viz.. cancer, heart disease, diabetes. neurological conditions that may be filled
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The envlronmentd Impact of conrurnerisrn
The environmental impact of consumerism on the planet becomes apparent in
the last 30 years right from the 1972 stockholm conference. The 1992 Earth summit
in Rio, the continuing debate on global warming and the hole in the ozone, the 'toxic
12 trains' and "garbages" are visible recent examples Between 1970 and 1995 global per capita rose by one-third and in the rich world more food, energy and transportation
was consumed. Energy consumption increased rapidly and water shortages became
more apparent. Globalization and the implications of a car, packages dependent life
Ll style increased the strain on the earth's resources.
People put pressure on forest. freshwater and marine ecosystems through the
production and consurnption of rehources such as grain. fish. wood. and fresh water,
wh~ch resulted the cmls*lon of pllutan~s such as c a h n dioxide. Humans had
destroyed 30 per cent of the natural ~vorld slnce 1970. in\ol\.inp serious depletion of 14
the forest, and frehhuarer and rnarlne bysterns
People arc guided by an unlimited desire for additional goods and are
influenced by an anlrude of grandios~ty, of bang superior, of ha\ing things under
conml, of ~mprovinp one's posttion. of preferring new commodities to old ones. This
over consumption on a last scale producth ity. and at last but not least passed onto the I?
environment. Through the mass media and the process of globalization thls "over
consumption society" has become an ideal for people all over the planet-a way of life
to wh~ch millions asplre
Private ltvts and private pleasures
Tho ideology of consumerism has hem developing for some time but it is in the I b
last 30 ycars that it has assumed a donl~nant form.
2 Moc.&t, D R ~ m / u n r , , n , . ,m'i ('tncilo I)ntgv 11 V V 5 , ' En~rn~nmcnral M u k ~ n n ~ . Brrdgmg rhr drr*& h r m rhr ronwmpr,m ~ ~ l t u n r~ncl ~n,tn~nmc.n~uIr\m Envtmnmrnrul Muntrnng. The Huswnh the pwss In Nrn Y o d p p j ' m j :
1J M ~ k # l ccJllll (?OOli Th, rmpi~' unon 01' oaumcnbm lor rhr Tmmrrron ro a \u\iurnuhb S ~ r m The Jmml o/-l pdm & &mumnun w l r Vo 5 5 k L I n t r N i K r n g d ~ pp 627 to 6J9
24 World R'dr fund k r mhur Lrwng p1unc.r n7rsn i W 8 Pp 10 23 Om*vd Skrkor. ( I W J ) nmcumm r rmn-n u h l ihr r m ~ ~ r n f ad 10 ~ p o c r on brrrrnhs
J a r 4 d- p d l r , A l u w 4 d r m t r puhlrrhm Nr tMMdr pp 171-IVI
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The postwar full employment and welfare state consensus witnessed the
emergence of a consumer society for the working class. These years saw the rise of
the work and spend ethic in which work would be valued for the opportunities it gave
to purchase goods and panicipate in consumer society rather than as many soclal
reformers had believed, more affluence enabling greater free time and leisure.
Convenience, frecdom and cholce are dominant ways of seeing the world. As
27 Erich Fromm remarked I am = what I have and what I consume Self expression is
attained through the use of material possessions more clearly with some goods than
others-clothing and the car assume key importance.
The ~nfluence of consumerism on individual life choices is profound. In a
sense cholcn made h! pcvplc of the world for the private car and against public
transport. for suhuhan life and agalnst urhan or rural community. for the nuclear and
against the extended fan~~l!. Ibr tele\ laion and against the clnema and the theatre, for
zocial moh~llr! and against clash solldarit!. for pniate amuence and against
community Ilk. Ihr ~ n a c h ~ n e pollticlan and agatns! charismatic leaders. for pollution
and agalna! rcgulat~ori\-all 11icw arc ct1olcc.r In faiour of pn\ac!. In favour of
~ndi\,ldual freedom. In fa\our of anon)nlit). hut against the very idea of community.
Markctang has a great role in emdlng the community life and increasing the
private afllucncc which In turn s m the eanhly resources. A great deal of time,
effon and money goes into establ~shing what is likely to appeal to individual taste.
Advertising increasingly ;urns not so much to provide information but to engage the
emotions in the buying of products. People are dnven by their emotions, its not about
the fact and logic. Increasingly the onl? button you press is an emotional one you find 28
out what the needs an: and you discover ways of reflecting these needs". Yet it is
the accumulation of good., and the energy needed to produce them which is
conmbuting 10 c b n i c env~mnmental hurden which confront our planet.
' MIchad Cuhill.l&c&. >R. ibll.
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The fdum ofconventlond marketing
The conventional marketing activities encourage a consumption culture of 'k
and throw" resulted into large volume of waste which is considered the main cause for
air and water Pollution. India will probably see a rise in waste generation from less
than 40,000 memc tons per year to over 1,25,000 metric tons by the year 2030.
In fulfill~ng the objective of economic gains, the enterprises found themselves
churning in more and more money became short-sighted. started over using and
rnisusing rhe natural resources Funhcr. the corporate aims at and excels in
niaxlmizlng financ~al galnb In the shon-run. In order to achieve this goal, the
enlerpnses uses the marketing skills in expanding consumption base. shifting cheap
tmhnology, shihng consunrer bases, re-locating activities. modifying marketing and
reducing the accounting costs for inputs. Khanna and Rambabu tried to integme
env~ronmental accounts \r.tth economic accounts. There. calculations indicate that
5 66 per cent annual gro\\zh rate during the period 1980-90 based on economic
accounting, actually wsulb in just about 5 per cent negati\.e grouzh rate when the
20 GDP is adjusled for en\ ironmental dcgradat~on Thus the economic growth derived
oul of efficient nlarkct~ng hccomcs a hlghl) ~mperfect pros) for progress.
From the abo\ e \ leu. htarketlng emerge\ as the roor cause of en\ ~ronmental
crises. Because it IS amoral In 11s prcsent from. the marketing concept has outlived its
uxfulness. especially for those firn~s whose products, engines, fertilizers, detergents,
fuels, nwlcar reactors. plastic packages etc.-conmbute pollution that threatens men's
very survival. A neu. concept of business responsibility to public and to fum
genentions must replace the current criterion of the highest level of individual need
satisfaction that has been the goal of the marketing concept.
9 hi4). G,,,,~ ( 2 ~ ) . ~ ~ , h ~ ~ k ~ ~ ,,u,,c. manugmcnr. awn. rdtarognhrr 0% com
10, w,, ,2001,. fi <,lIlya ('onw-qura I. 01 hbrkaang. hrrp. uuu.~nd~urnhlmr c om h a ~ n u M 0.4 m.
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Sustainable life styles and new role of marketing
Right from the 1972 Stockholm conference on the Human Environment the
tmn "sustainable development" became popular term and it featured an 87,20,000
web pages and m e s h e d in the aspirations of the countless programmes, places and 31
institutions Running through all those pages of discussion a focus has been given
on the importance of individual change and individual responsibility in order to
achieve sustainable practices. The Brundland commission defines sustainable
development as "Humanity has the ability to make development sustainable to ensure
that it meets the needs of the present without compromising the ability of future
generations to meet their own needs'.
Sustainable devclopmcnt as a concept. as a goal and as a mokement spread
rapidly and is nos central to the m~ssion of countless international organizations.
nat~onal inst~tut~on~. corporate entcrpriscs. tvh~ch express its concern on conservation
and procnatlon of na~ural rehourcch to conttnuc 10 the cicrcihc of marketing to
sat~sfy the nc~& and *ants of not only the present generation but also h e generations
to come.
World consernatton strategy of the international union for the consemation of
Nature 19U0, argued for conscn.ation as a means to assist development and 11
spec~fically for thc susta~nablc de\clopment. Conaary to this sustainable
development major focus la on intergenerational equality. Human needs are basic and
essential; hat economic growth IS requlrcd to sustain them: and that equity is
ncouragcd by efTectivc c~tizen panicipation.
Therefore. the concept of susra~~~ahlc de\ elopment does imply limits-absolute
limits but limitatiolls impvscri by the prcsent state of technology and social
organization on cnvimnnlcntal rcsourccs and by the ability of the hiosphere to absorb
the efTects of human activities. But contrary to the above. the transnational
corporations hold the strategy of creating individual identity-reaction of goods to
create identify rslher satisfying needs and changing the life style of the individuals
and sooety wh~ch IS not acceptable to the concept of slumnable de\elopment J I Koro R' p-, H anJHrrrm,,ttc 12f)oO Il'hufo ~ u r r a l ~ h l r Dnrlopmrnr &ntrn,~nenl 4 4 7
No. J. Sap hM1caIiw. London. PP 9 10 21 31 IbId.
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Marketing critical role in development will be appreciated only when it adopts
sustainable marketing practices. This means that marketing should shed its present
profligacy that encourages an unsustainable consumption. A marketing approach may
be developed which aims at serving the material wants of consumers through an ever
increasing volume of goods without any anempt to draw too heavily. and too quickly,
an already overdrawn environmental resource. "
A fundamental shift in the approach of marketing is needed to take place so as to
facilitate sustainable development by shaping customer needs and expectations and
ability to ~dentify and dcvelop such consumption choices for society that meet its
current needs without sacrificing the ability to meet its future needs. This means that
markets not only look for green products that do not damage the environment but also
develop such products and senices that will improve the poor condition of our
environment.
Need for the study
The economlc grcnrth pull5 raiv materials from forests. soils. seas and
\raterway?. The eanh', \ ~tal resources arc ahrink~ng to an alarming le\,el due to
unsustainahlc iie\elopnlenr nc.ti\ 1tic.5 The need for funher economic activity is likely
to impose coloshai ncu hurdcn\ on the csa~phcre Thz galnb In human welfare over
the past feu dccades hate been outstanding. The potential for future gains is also
promtslng.
hlarheting played a ~ i t a l role in these gains by facilitating the use and
development of product5 uith neu technologies in various fields. However. vast
increases in the scale of human impact on the earth accompanied pact gains. for which
marketing is also responsible.
But marketing's critical role in development will be appreciated only when.
through susta~nable markct~ng. it mcyts the needs of the present without compromlslng the abil~ty of future gcnemtions to meet their own demands. This
means that the markcring has to give up the present practice which encourages an unsuslajnablc development path. 111 other words. marketing must aim to produce more
to m n t the ever increasing need5 hy utilizing less resource.
.1J. Seth and Punur~,ur. l&xU
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The inter dependence between global ecology and global economy is clearly
established. There is a concern with the impacts of ecological stress upon our
economic prospects. Economy and ecology an becoming more interwoven locally,
nationally and globally. Marketing cannot insulate itself from these ecological
problem and its needs to be concerned about the resources it uses to satisfy consumer
needs and wants and also be concerned about the effects of this consumption on
human life and biosphere.
The ed~fice of the marketing stood upon the supply chain of the nature. When
there IS a prohlenl in the suppl! chain. that would cast shadow on the whole exercise
of marketing i.e.. product~on, distribution and consumption The present marketers
are under the notion that the responsibility IS o\er soon afier the transfer of goods
from thelr premises to the hands of the consumers. They do not bother about the post
consumption aspect of these products which is mainly responsible for the present
rrological cnsis. Hardly strategies are a\.ailable to look into the post consumption
aspects. Therefore. this 1s the high time to relook and redefine all our current
marketing practice
Statrmcot of the problem
En\ ~ronmental dcgrddatlon. \\ hish uaa not lnuch a concern until recently. has
s tand to accelerate Panisularl! the urhan areas ha\e to tackle rh~s issue in a holistic
manner In order to cnbure subtainablc solutions. both economically and
environmentall!. lndla 15 undergoing a massl\e migration of their population from
rural to urban centre. lndla w~ll have more than 40°/o i.e.. o\.er 400 million people, .U
clusteml in citces over the next thin) years.
Modcrn urban living brings on the problem of waste. which increases in
quantity and changes in composition in each passing day. Urban India is facing a
massive waste Lsposal problem now and likely in the coming years also. Until now,
the problem of waste has been seen as one cleaning and disposing as rubbish. But a
closer look at the current and future scenario reveals that waste needs to be treated
J4 W w X GYP(u, lyLuL
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holistically. recognizing its natural resources as well as health impacts. Waste is
antecedent to pollution; also pollute water, soil where it is dumped Increasing urban
migration and a high density of population will make waste management a difficult
issue to handle in the near future, if a new paradigm for approaching it, is not created
Present marketing and consumption has a strong relationship with waste
generation. An expression of mankind's inventive nature, technology also influences
the composition to be widening plethora of materials, substances, chemicals and
products that creates additional stresses on the ecosystems. A man-made product like
the pesticide. DDT (Dichlorodlphenyltrichloroethane), Plastics, introduces somedung
into the ecohysteni for wh~ch there is no natural recycling mechan~sm already in place.
In addit~on. aluminum. somposltea and many exotic chemicals do not biodegrade or
break down on thelr own Into natural components simply because they are unnatural.
The n ~ u l t 1s often generatioil o f prohlemat~c waste htrealna that may be characterized
as complex, h~ph-volume and diflicult to handle. which can lead to peaistent pollution
when such waste enter into ecoaysrema.
Thercfore. 11 is high time to redefine all our production, marketing,
consumption and post-consumption activities. The New paradigm of environmental
marketing makes this collnectlon beween nature and marketmg, while also suggesting
rhe changes in values and consumption practices. I t embraces the idea that ecosystem
1s a non-ncgotlable limited resources that mandates the design of forward-looking,
IOU-waste. no-waste rnarkct~ng arid consumption strategies.
Thc prcscnt stud!. fcxucs on solid \vaste and its problem in Pondicherry
region. l ' u o n~unicipal~ti~h iilonc \ ir . Pondlchcm and Oulgaret generate 300 tons of
solid waste ever). day. The municipalities are finding it very difilcult to collect and
dispose the solid waste. The local authorities are collecting the waste in most of the
urban rn on a &y to day basis. The collection and transport has heen privatized in
mme -. and in some arcas the "Hyderabad Model" involving collection of
segrrglrw municipl solid waste at doolsteps is being hied but met with failure
dw pow about the advantage of segregation of waste at s m .
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The Municipalities are facing a lot of disposal problem. The waste collected is
disposed off in the disposal yards. The major constrains in this regard are lack of
adequate space. Due to inadequate place municipalities staned dumping the
municipal waste in lakes and ponds which resulted into water contamination and
health hazards. Th~b attracted objection from nearby residents for dumping of waste.
The existing landfills are ne~ther well equtpped nor well managed and are not lined
properly to protect against contamination of soil and @mnd water. In view of this
problem, the Pondicheny municipality has acqu~red a new site for disposal at the
outskirts of the town. wh~ch is also getting objection from the residents of the newly
proposed dump yard.
The garbage IS collected and dtsposed of in an unorganized manner.
I'mcc+rlng of garbage 1s not practiced and no segregation of waste at source level 1s
prdcttced Bevde\, lack of co-uprrat~on from the publtc maker complex of the solid
irartc management probletri
If tht, indiscnmtnate d~sposal of municipal solid \vaste IS not attended. this will
lead to en\ tronmental ant1 health prohlcnl The plastic carn hag is mainl! responsible
for flood In Romha! In the ?car 2(Htfr a-hlch paralyzed the husinesa capital of lndia
Plast~c can? hag,. a conlponent of solid \r-asre. choked the drainage which caused
llood and prompted h e Maharastra Government to han rhe usage of plastic carry bags M
in Mumbai " 'Ihe Plasrrc hags which taka one million year to degrade. worsens
the solid waste managemcnt problem. Therefore. using of cary bags is a serious
threat to our cnvuonment in general and solid waste managemenL health in particular.
Scope of the study
Thc study highlights the Imponance of the new paradigm 'environmental
marketing' and its role In protecting thc environment. The evolut iona~ journey of the
biosphere is today threatened because of human's economic and marketing behabiour.
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Though we have a plethora of laws for protecting the environment,
environmental improvements have not taken place in the right direction. Unless
markcts, corporates and consumers patticipate proactively, environmental
improvement will hardly be achieved.
There are many environmental issues which threatens the very suwival of this
planet. The lssurj are the greenhouse effect, potent w a r m of the globe, rise in the
sea level. global climate change. ozone and its depletion. deforestation, acid rain.
nuclear ~mllut~on, atr. water. soil, and noise pollution. But. the present research
restricts its study on sol~d waste and its impact on environment only.
The outcome of the study would help In knoaing hoa marketing can contribute
to balance our market~ng pursu~ts wtth the workings of the emironment. The
~dent~fied key predictor \ariahies could provide knowledge to the marketers to
segment dK market for the ecologically concerned consumers and come out with an
appropriate market~ng strategies to satisfy the needs and wants of both consumers
and Eco-sptem. As therc w* no s~pnilicant work done In this area. the study could
prov~de a base for slrnrlar \tudies In the future
Objectives rhc follou ing an. the rpeclfic O h j ~ t l \ r\
I To stud) the trnpc>nancc of cn\ ~ro~~tnsnlal marketing
2 . To study the environmental legislation to protect the environment in general and for enforcing solid waste management in particular.
3. To identify environmentally conscious consumers and to study their amhule, bchaviour and perception on environmentally friendly carry packages.
4. To d y s i s the discrepancy between attitude and behaviow of the ecologically conccmed consumers.
5. To suggest appropriate measures required to reduce solid waste and thereby reducing the negative impacts on environment.
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Hypothesis
The following are the hypothesis framed and tared
1. There i s no significant difference in conservation activities between urban and rural respondents.
2. Urban respondents have more social responsibility than rural respondents
3. Theft is no si iticant difference in opinion among various educated groups on envlmmlentBRwarencss
4. There is no significant difference in the opiniok between female and male regarding effects of pollution.
5. Female are more socially responsible than male
6 There 1s no sign~ficant relationship between occupation and environmental awareness
7 . Occupauon doe5 not make an) influence In the purchae behaviour.
X rhere I \ no s~gn~ficant d~frerence herueen Income and polltne Eco-attltude
9 I hcre I \ IKI \~gn~ticdnt d~flcrencc In the purchase lntcntlon among d~fferent Income g r o u p
I0 There is no significant relatlonshtp between martial status and consenation.
During the counc of analysis some other hypothesis are also developed and
tested and II 1s presented In the analysrs chapter.
Mttbodoiog?.
The Union Territon of Pondichem includes four packets vlz.. Pondicheny,
Kantikal. Mahe and Yanam with a geographical area of just 480 Sq. Kms.
Pondichem, thc cap~tal of this tiny Teniton. is the biggest among the four regions in
terms of arca and populauon. The total populat~on of Pondichem is 9.74.345. The 37
population density is 2535, one of the highest in India. The intensity of solid waste
management and pollution pmhlenls are more in Pondichey. therefore Pondichwry
region has been selected for this study purposhel!. The nrunicipal administration.
Pondicherry region. conslsts of two niunlcipalities viz.. Pondichem and Oulgaret.
There arc five commune panchayats \.iz.. i'illianur. Mannadipet. Ariankuppam, N*tapakksm and Bahour but the study is limited to Pondicheny and Oulgaret
Municipalita only. Table 1.3 explains the solid waste genmted in Pondicheny region.
J 7 mC o / m m , npor, ( 3 ~ 3 , Vnrun Trmtoo of Pund~drrn Pundtchrm Pullunon C o d C4nullnm pp 1.3
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Tnbk I 3 Qumtlty of moaielpd nolid waste gmerrlld r
SLNo. Name ofthe MunlclprllHn and Commune qua'* Panchavm of waste --.A- --L (Tones per day)
I / Pondtchrrry (Mun~c~pal~ty) I 175
2 , Oulgilref (Munl~lpdlll)) I 121 I
3 Vlll~mur (Commune Pim~haydr) I I
4 j Mannad~pcl (Commune Panchayat) I 14 I
5 / Anankuppam (Commune Pwchayat) 15 I 6 I NcltapakLam (Commune Pancha)ar) I ? 1 7 Bahour (Commune Panchayat) -- -- 1 0
hurt r R n 0 4 horn &xu/ Adrnin~\rrut~.rn C)rpument Pondirhm u<<cs,edon I9.rl.5 r w 6
The suney was conducted in Pondicheq. Pondichey has been emerging as
a cosmopolitan town with a population of 7.35.332. In that male and female 38
cons~sts 3.6Y.42X and 3.65.904 respecti\ely. .4pm from the thtck population of
thts small town, an cst1111ated I . Z O . O ( M ) IS reported as a floating population from the
surrounding d~striots of Tarn11 Nadu. for tarlous reason> Pond~cherr! is a famous
tourtst spot I'hcrefore. tlic gcnenr~on of waste IS more and rlic authorities are finding
11 v c n d t f i ~ u l t to rnanagc the \\aste and the resultant effect The key respondents are
~elccted from \artous ~upeni~arhctx of th~a tot\n h? fc,llo\v~ng conienience sample
tixthtd
Thi:. tjpe of sunel . probability sampltng n~ethods like random. stratified and
cluster ctc . nlay nor be suitable as the population using the environmentally fnendly
package 1s not definite One of the non - probability sampling methods viz.
convenience sampling was adopted. W i l e selecting the sample respondents, both
male and female were given due imponance. There are 10 supermarkets located in
different mas of the town and 50 responden& from each supermarkets are selected.
totally 500 for the study.
The interview was conducted for a period of h months from July. 2005 to
December 2 0 5 . As this period of study was after the Tsunami in the study area and
flood in Mumhi. the response for the interview was good.
Jd ~hit..
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The interview was conducted in two phases on the same day i.e. bcforr
purchase and after purchase. Before purchate, respondents w m interviewed with
statements from I (demographic particulars) to IX (purchase intention) in the
interview schedule and after the purchase, in order to observe their behaviour,
respondents were interviewed with statements in X (purchase behaviour). A five
point liken response format was provided ranging from 'strongly agree' to 'strongly
disagree' for all the statements in the interview schedule except demographic
panlculars.
.A suncy Instrument \ I ( . Intervien achedulc \vaa dc\,cloped to tap consumer
attitudes and bchav~uun towards the en\lronment Statemen~s were based on
I~terature, cumnt cnwronmental Issue,, conservation and preservation practices
followed in this region. lnforrnat~on regarding, psychological. social and demographic
charactcrist~c was also considered. The prepared schedule was pre-tested on a small
sample and was standardized to reflect appropriateness, simplicity. length and clarity.
To am\e at the n%ean.h findings, conclusions of the present study, the relevant
statistical tools namely. 'r-test. F-test. Factor analysis. Cluster analysis. Reliability
tcw, rnult~ple rcyrcsslun analysts. Co-etlic~ent of Correlation and Discriminates
analysis were employed
Sample respondent\ charactenstic are €hen In Table I 4. The table is self
cxplmiatcrn Out of the total respondent.\ c'ontacted 84.6 per cent respondents from
Town and I5 4 per cent i'tnni \.~llage In respect of education 110 respondents
Qunlified up to Higher Secondan, 237 Qualified as graduates. 115 studied post-
graduates and 38 belong to the Catepon of others.
In the case of sex. 233 respondents belong to female category. 267 belong to
male. Regarding occupation. 32.2 per cent of the respondents are government
employns. 7.2 per cent of the respondents are professionals. 5.0 per cent of the
respondents are Agricultural. 6.6 per cent from business conlmunity and 32.8 pa
cent belongs to the category of others
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Tabk 1.4 Dmographlc Ron* ofthe Sampk Dam Dcmograpbk Cbaracterlstla Number Relative Frequency
Kaldcw T o m 423 84 hpcr cent
V l l l r p 77 l54pcrccl l t
500 l 0 0 o p e r M t
Educruon Up to HI& Snondsr) Ic\el l I0 22 Opn ml
CRd\uler 237 47 4per c m
Po* G d w t n l l 5 2 3 D p a m 1
C W m 38 7 6pm cmt
500 100Opnccnt
sea
Frrmk 213 46 hpcr ccnt
Mr lc 26' q3 4p.3 icnt
5 0 0 I(K) iwper ccnl
OC~upatum
( n n m m n l l 1 lnpI<,+cc Ihl ;? ?per i en l
Prnalc 1 rnpluwx X I 11, ?per i cn l
Prr,fn*ntlwl 16 - 3 .pL7 <"I
4gncullurc 2 q yxr ~ c n t
Hurgm* . . h hpm Cmt
i n h 1 M :? Kper ccnt
(00 iotr c e n ~
2 10 A6 Opcr ccnl
80 I* Opo ccn1
h: 1: 4pcrccol
M I2 Rpm ccnl
.I I k Lpcr cmt
9 : 4 6~ cent
(110 l MI ( w r ccnt
12h 2 5 2~ cenl
I (U 2 0 Rpx cmt
R? Ih4pcrcent
120 24 ilpm cent
5 K l l h r r ccnl
10 ? c* Ccnl
500 iooupcrcmt
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In rrspect of income of the respondents, 46 per cent of the respondents an in
the income category of below 5000, 16 per cent of the respondents are in the category
of Rs.5001 - Rs.10.000. 12.4 per cent of the respondents are in the category of
Rs. 10,001 - Rs. 15,000, 12.8 per cent are In the category of Rs.15001 - Rs.20.000, 8.2
per cent arc in the category of Rs.20,001-Rs.25,00O and 4.6 per cent are in the income
category of nbove RS.?S.(HJO Regarding age 25.5 per cent are In the age group of
below 20. 20.8 per cent are in the age group of 21-30. 16.4 per cent are in the age of
group of 3 1-40. 24 per cent are in the age group of 4 1-50. 1 l .h per cent are in the age
group of 5 1-60 and 2 per cent of the respondents are in the age group of above 60
years 58.4 per cent of the respondents contacted are married and 41.6 per cent of the
respondents arc unmarried.
Llmitarlons of tbe study
Although the stud) ha5 heen designed u.ith a sound methodology to identify the
ecologtcall! concerned consumen and their purchastng hehaviour. i t is nor free from
I l r n ~ t a t ~ o ~ 'The spcc~tic I~lll~tat~on.\ ot'thc area that could he further developed is the
rebearch ~natmme~it ~tzcll' Th~a htu J reprc?Icntz one 01' the first efforts to
+stcmat~call! tncaburc Fso-artttudra and Eco-heha\ioun. As such. further
de\clopmcrit of tllr \ale. u\cd 111 t h ~ \ \tud! \\auld iontnhutc IL? a more accurate
rcprczcntatlan ot the c.otl\ulncr L:cL)-atrltude and Eso-heha\ lour.
Srhcmt of the r r a r c h repon
The Research repon has heen d~vlded into seven chapterj
The chapter I gtva an intense and clear picture about the need for the
study. scope of the study. statement of the problem, objectives of the study.
hypothcsn, methodology of the study indicating the sampling design, study am,
lim~tatioru and the organ~zatton of the rcsearch repon.
Review of l~teraturc nas attempt4 in chuper 11.
C h w r Ill fbcuses need for environmental marketing. the saategies of
environmental marketing. stratepies adopted for solid waste management and the
imponance of sustainable ctevclopmenl.
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Chapter IV presents the legislative framework for environmental protection and management of solid waste.
Chapter V presents the procedure of empirical analysis expiamxi interpretations and drawn infercnces with a comparison to the designed objectives.
Chapter 1'1 presents the cluster and discrirn~nant analysis of the respondents to cstabi~sh pred~cting capacity of the \.arious aspects of environment
Chapter C'II presents summar) of findings and suggestions.