green consumers

A MINOR PROJECT REPORT

ON

GREEN CONSUMERS

“Submitted in the Partial Fulfillment for the Requirement of

Bachelor’s of Business Administration”

BBA III (E)(B)

BATCH -2010-2013

Submitted to: Submitted by:

Dr. J.K.Batra Name: Arman Taneja

Project Guide Roll No.09924501710

Batch: - 2010-2013

Jagannath International Management School

Kalkaji, New Delhi

ACKNOWLEDGEMENT

I would like to take an opportunity to thank all the people who helped me in

collecting necessary information and making of the report. I am grateful to all

of them for their time, energy and wisdom.

Getting a project ready requires the work and effort of many people. I would

like all those who have contributed in completing this project. First of all, I

would like to send my sincere thanks to DR. J.K.BATRA for his helpful hand

in the completion of my project.

NAME:ARMAN TANEJA

DATE: 11/10/2011

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EXECUTIVE SUMMARY

Environmental Management is not, as the phrase suggests, the management

of the environment as such but rather the management of the humankind's

interaction with and impact upon the environment. The need for environmental

management can be viewed from a variety of perspectives. A more common

philosophy and impetus behind environmental management is the concept of

carrying capacity. Simply put, carrying capacity refers to the maximum

number of organisms a particular resource can sustain. The concept of

carrying capacity, whilst understood by many cultures over history, has its

roots in Malthusian theory. A common example of the consequences of

exceeding the carrying capacity of an area is the starvation and eventual

cannibalism of tribes on the Easter Islands after the depletion of the island's

resources. Environmental management is therefore not the conservation of

the environment solely for the environment's sake, but rather the conservation

of the environment for humankind's sake. This element of sustainable

exploitation, getting the most out of natural assets, is visible in the French

approach to water resources.

Environmental management involves the management of all components of

the bio-physical environment, both living (biotic) and non-living (abiotic). This

is due to the interconnected and network of relationships amongst all living

species and their habitats. The environment also involves the relationships of

the human environment, such as the social, cultural and economic

environment with the bio-physical environment.

As with all management functions, effective management tools, standards and

systems are required. An environmental management standard or system or

protocol attempts to reduce environmental impact as measured by some

objective criteria. The ISO 14001 standard is the most widely used standard

for environmental risk management and is closely aligned to the European

Eco Management & Audit Scheme (EMAS). As a common auditing standard,

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the ISO 19011 standard explains how to combine this with quality

management. The UK has developed a phased standard (BS8555) that can

help smaller companies move to ISO 14001 in six manageable steps.

Other environmental management systems tend to be based on this standard

and to extend it in various ways:

* The Natural Step focuses on basic sustainability criteria and helps focus

engineering on reducing use of materials or energy use that is unsustainable

in the long term

* Natural Capitalism advises using accounting reform and a general

biomimicry and industrial ecology approach to do the same thing

* US Environmental Protection Agency has many further terms and standards

that it defines as appropriate to large-scale EMS

* The UN and World Bank has encouraged adopting a "natural capital"

measurement and management framework.

* The European Union Eco-Management and Audit Scheme (EMAS)

Other strategies exist that rely on making simple distinctions rather than

building top-down management "systems" using performance audits and full

cost accounting. For instance, Ecological Intelligent Design divides products

into consumables, service products or durables and unsaleables - toxic

products that no one should buy, or in many cases, do not realize they are

buying. By eliminating the unsaleables from the comprehensive outcome of

any purchase, better environmental management is achieved without

"systems"

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TABLE OF CONTENTS

Description Page No.

Acknowledgement (i) (i)

Contents with page no.

Executive Summary

Certificate of completion

Introduction to topic 1

Objectives

Literature review

Research Methodology

Analysis & Interpretation

Findings & Inferences

LIMITATIONs

Recommendations and Conclusion

Bibliography

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1

INTRODUCTION TO TOPIC

THINK GREEN

At Waste Management, green is more than just the color of their trucks and

containers. It is a daily reminder to their over 50,000 employees across North

America of the important role each of them play as stewards of the

environment. Waste Management has a deep commitment to making a

difference for the environment, for communities and for people.To them, to

Think Green® means embracing the tremendous responsibility they have, as

leaders in their industry, to use their strength, talents, resources and

technologies to better the communities they serve.

As the leading provider of comprehensive waste management, recycling and

environmental services in North America, Waste Management serves

municipal, commercial, industrial and residential customers throughout the

United States, Canada and Puerto Rico. Waste Management serves more

than 20 million residential and commercial customers though its network of

collection operations, transfer stations, landfill disposal sites, waste-to-energy

plants, recycling facilities, and other related services.

In one of their Think Green® TV commercials they ask the question, "Who

would ever think that the waste they generate could generate enough green

energy to power an entire community?" The answer is, "They would."

Waste Management is actively committed to the development of green energy

projects - whether it's collecting and processing the methane gas that is

naturally produced in landfills, using solid waste to generate clean power or

powering a fleet with clean-burning alternative fuel. In one of our Think

Green® TV commercials we ask the question, "Who would ever think that the

Converting waste to energy.

Another way that they are helping to conserve fossil fuels is by converting

municipal solid waste into energy. Waste Management’s subsidiary,

Wheelabrator Technologies Inc., uses trash as fuel to generate electrical

power through its 17 waste-to-energy plants, which has the capacity to

process up to 24,000 tons of waste per day. Converting trash to energy

substantially reduces the volume of the waste disposed of in landfills and

provides a viable and economical alternative to the use of fossil fuels.

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A leading waste-to-energy provider in the United States, Wheelabrator helped

pioneer the process of converting waste into energy more than 30 years ago.

Since then, the company has processed more than 118 million tons of

municipal solid waste into energy, saving more than 120 million barrels of oil

while generating 65 billion kilowatt hours of clean, renewable electricity.

In a letter to the industry, the EPA has stated that waste-to-energy plants, like

those operated by Wheelabrator, produce electricity “with less enviromental

impact than almost any other source of electricity.” And studies conducted in

conjunction with the EPA have demonstrated that waste-to-energy plants

prevent the release of millions of tons of greenhouse gases.

Together, Waste Management’s landfill gas projects and waste-to-energy

projects produce enough electricity to power more than 800,000 homes,

saving the equivalent of about 8.2 million barrels of oil per year.

The opportunity to lead the way. Reduce, reuse, recycle. Through their

subsidiary, WM Recycle America (WMRA), they provide recycling programs

that are cost-effective and environmentally sound for cities, businesses and

households. Waste Management is the largest provider of recycling services

in North America, processing 5.8 million tons of commodities in 2005.

As North America’s largest recycler, they processed 5.8 million tons of

commodities in 2005, saving more than 41 million trees and enough energy to

power about 848,000 households.

They continue their role as an industry leader, offering communities and

businesses more effective and affordable recycling options as well as

providing manufacturers and end users with the secure, consistent stream of

high-quality raw materials they need to maintain operational efficiency. As the

nation’s largest collector of recyclables from businesses and households, they

are taking the reduce-reuse-recycle concept into every venue. In residential

areas, they are creating sustainable recycling programs through working

partnerships with local communities and municipalities. As a leading marketer

of post-consumer and post-industrial commodities, they are providing fiber,

nonfiber, scrap metal, textiles, rubber, electronic scrap and plastics to end-

users of recycled materials worldwide.

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It’s one thing to say they support recycling. It’s quite another to step up to the

challenge of making it work. They are working to make it easier for people to

recycle. They are dedicated to making it more cost-efficient for businesses

and industries. And they creating a sustainable model for the future growth of

recycling programs.

BASICS OF ENVIRONMENT

The dictionary meaning of the term environment is ‘surroundings’ - the region

surrounding or circumstances in which anything exists, everything external to

the organisms. Environment therefore, refers to the sum of total conditions

that surround man at a given point in space and time.

The term environment was introduced in Ecology by biologist Jacob Van

Uerkul (1864-1944) to denote these aspects of the world surroundings, with

reference to organisms. The field of environment involves an understanding of

the scientific principles, economic influences and political actions attending

these aspects.

TYPES OF ENVIRONMENT

The environmental can be divided into physical biological and cultural

environment. On the basis of the structure the environment may be divided

into fundamental types –

The Abiotic or Physical environment consisting of air, water and

soil/sediment.

The Biotic or Biological environment consisting of flora, fauna and

micro-organism

l Environment is further subdivided into three broad categories:

A Lithosphere (sphere of rock /soil/sediment)

B Hydrosphere (sphere of water)

C Atmosphere (sphere of gas)

The biotic components of the environment consist of plant(flora),

animal(fauna), including man as an important component and micro-

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organism. Thus, the biological/biotic environment can be further subdivided

into:

A Flora / Plant Environment

B Fauna /Animal Environment

C Microbial Environment

ELEMENTS OF THE ENVIRONMENT

A. Biotic Components:

The Abiotic components comprise the inorganic substances (carbon, nitrogen,

hydrogen, sulphur, phosphorus, etc), and come mainly from the lithosphere,

atmosphere and hydrosphere.

Lithosphere :

The oceanic and the continental crust and the rigid upper portion of the

mantle of the earth constitute the lithosphere. The economically useful

elements (minerals ,metals, rock, fossil fuels), essential for man are basically

from the lithosphere. The lithosphere occupies 30% of the total Earth’s

surface. Land formations like the mountains plateau and plain supply habitat

for plants and animals. The type of the economy depends upon the

topography of the area. Plains are suitable for agriculture and industrial

activity.

Atmosphere :

The multi-layered gaseous envelope surrounding the planet earth is

atmosphere. The atmosphere is a significant component of the natural

environment. All the necessary gasses (oxygen, nitrogen, hydrogen, carbon-

dioxide, and water vapour), sources for the sustenance of all the life forms in

the biosphere are components of atmosphere. The atmosphere filters the

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incoming ultra-violet (UV) radiation and protects the earth’s surface from

abnormal features such as cancer / mutation in organisms.

Hydrosphere:

This is the sphere of water consisting of surface, ground and ocean water.

Seventy-one % of the Earth’s surface is in water. Glaciers and ice caps cover

additional areas. Water plays an immense role in the sustainable environment

balance of the earth. Water is essential for the industry, transportation, power

generation, food production and processing, and the manufacturing sectors of

the modern world. Morever, 70% of the body of the organism is constituted by

water. The balance of water is maintained through circulation of water in the

biosphere is maintained through circulation of water among the atmosphere,

lithosphere and hydrosphere by characteristic path ways. The circulation

along the characteristic pathways is known as the hydrological cycle.

Biotic Component

Biotic or living components of the environment consist of flora (plant),

fauna (animal), and micro-organisms. The biotic components are the

drivers of the energy flow and the material cycles in the biosphere. On the

basis of the relationship among nutrients, the biota can be divided into two

groups – Autotrophic or self-nourishing components (e.g. all green plants)

and heterotrophic components (e.g. all animals).

Autotrophic components:

Green plants, algae and photosynthetic bacteria constitute the biotic

Autotrophic component of the ecosystems are able to fix light energy and

manufacture food from simple inorganic substances like water and carbon

dioxide by photosynthesis. This group of organisms is also known as

producers.

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Heterotrophic Components:

Fungi, non-photosynthetic bacteria and other organisms and animals are

the components of heterotrophic. Consumers are organism like

herbivores, carnivores, and omnivores in the order of occurrence in the

food chain. Herbivores feed on plants, carnivores feed on animal and

omnivores feed on both plants and animals. Herbivores are also called as

primary consumers and carnivores and omnivores are known as

secondary and tertiary consumers, respectively. Decomposers are also

known as sapotrophs and consist mainly bacteria and fungi. They break

down complex compounds of the dead organisms, absorb some of the

decomposed or breakdown products and release inorganic nutrients into

the environment, thus making them available again to the autotrophs.

RELATIONSHIP AT DIFFERENT LEVELS

The biotic component is the functional kingdom of nature, because it is

based on the type of nutrition and is the energy source of all biota of the

biosphere. The biotic components are arranged following a systematic

pattern where all organisms are connected step-wise to each other in the

ecosystem according to their food habits. The ‘steps’ or ‘levels’ of the

ecosystem are known as trophic levels. All trophic levels are closely

interrelated with each other from the view point of food transfer and

supplements to the biosphere, which is further connected with the

economic environment of humans. Relationship among the different levels

can be better understood by analysis of the functional aspects (material

cycle and energy flow) of the ecosystem.

THE CARBON CYCLE

The carbon cycle is one of the important cycles at the global levels.

Carbon moves in the biosphere through various pathways. Human

activities are making a significant impact on the global carbon cycle. The

burning of fossil fuel, agro-industrial activity, deforestation etc. are

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increasing in the concentration in the atmosphere steadily. Flows between

the atmosphere and the oceans were balanced until the onset of the

industrial age.

The atmospheric CO2 enters the plants at the time of photosynthesis. This

is a process by which plants prepare their own food in the presence of

sunlight. The carbon from CO2 is retained inside the plant and the oxygen

is released into the environment. Animals eat plants and so the stored

carbon enters their bodies. This carbon is then released back into the

atmosphere by respiration.

Sometimes trees, plants and animals get buried in the earths crust, and

then due to immense pressure and heat this organic matter after

thousands of years gets turned into fossil fuels. These fossil fuels are

taken out of the ground by man and are burned, again releasing carbon

back into the atmosphere.

THE NITROGEN CYCLE

Nitrogen is the most abundant element in the atmosphere. It is a vital

element for all the living systems. It is the primary nutrient for all green

plants, but it must be modified before it can be utilized by most living

systems.

Four processes participate in the cycling of nitrogen through biosphere

Nitrogen Fixation

Ammonification

Nitrification

Denitrification

NITROGEN FIXATION

First step in the N Cycle ---is the conversion of nitrogen gas (N2) into NH3

or organic nitrogen. Three processes are responsible for the most of the

nitrogen fixation in the biosphere:

Atmospheric fixation by lighting

Industrial fixation by humans

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Biological fixation by certain microbes, alone or in a symbiotic

relationship with plants.

AMMONIFICATION

This is the biochemical process whereby nitrogen is released from

nitrogen containing organic compounds. Soil bacteria decompose organic

nitrogen forms in soil to the ammonium form. This process is referred to as

ammonification.

NITRIFICATION

Nitrification is the conversion of NH4 to NO3. This aerobic reaction is

carried out by Autotrophic bacteria.

DENITRIFICATION

This involves conversion ofNO3 to N2 gas in the presence of low oxygen

levels.

THE HYDROLOGICAL CYCLE:

Water is essential to life. Without it the biosphere that exists on the surface

of the earth would not be possible. Nicknamed the “water” planet, earth is

covered by one of our most precious resources. However almost 93% is

locked in the ocean, toxic to humans and many plants and animals. The

hydrologic cycle takes place in the hydrosphere, the region containing all

the water in the atmosphere and on the surface of the earth. The cycle is

the movement of the water through this hydrosphere. The components of

the hydro cycle are:

Condensation

Infiltration

Run – off

Evaporation

Precipitation

* This cycle should be explained in detail

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CLASSIFICATION OF ECOSYSTEM

Ecosystems are classified as

1. Natural ecosystem

2. Artificial (man-engineered) ecosystem

NATURAL ECOSYSTEMS

It operates by themselves under natural condition without any major

interference by man. On the basis of habitat, natural ecosystem are further

divided as terrestrial, as forest grassland, desert, etc.and aquatic. Aquatic

ecosystem are further distinguished as Freshwater that may be lotic

(running water as a spring, stream, river) or lentic (standing water as a

lake, pond, pool, puddle, ditch, swamp etc.) and marine, such deep as

bodies as an ocean and shallow ones as a sea, estuary etc.

ARTIFICIAL (MAN-ENGINEERED) ECOSYSTEMS

This is maintained by man, by addition of energy and planned

manipulation. For example croplands like wheat, rice fields etc. where man

tries to control the biotic community as well as the physical-chemical

environment, are artificial ecosystem.

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Ecosystems

Natural Man – made

Terrestrial Aquatic

Marine Freshwater

Lotic

Lentic

THE CONCEPT OF ECOBALANCE

Ecological balance is the state of dynamic equilibrium within a community

of organism. The ecological balance of an area can be evaluated

assessing the consumptions of energy and raw material, generation of

emission, waste and the cost.

There are areas of eco-imbalance all over the world and this need to be

addressed in a manner that mitigates the imbalances.

REASONS FOR ECOLOGICAL IMBALANCE

1) Lack of cooperation, more competition

There is lack of co-operation among the major nation, to help in resolution

of current environmental problems. The problems are not addressed in a

realistic way. Some of these nations, moreover, are the most offenders.

Instead of co-operation, competition in the present practice. As a result,

eco balance has been deteriorated drastically.

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2) Uncontrolled exploitation and utilization of resources

Uncontrolled exploitation of non-renewable resources and over- utilization

of resources for economic growth without considering ecological viability is

another important reason for eco-imbalance.

3) Environmental pollution

Inefficient or backdated technologies are creating havoc with the pollutants

leading to pollution loads in the atmosphere, lithosphere, hydrosphere and

biosphere. therefore, normal functioning of the atmosphere is disrupted

significantly, and causing global environmental problems like the green

house effect, ozone holes, acid rains, global warming, climate change etc.

4) Inappropriate management of waste

Wastes generated from industrial as well as agricultural activities are not

managed properly. A huge amount of solid and hazardous waste are

discarded or disposed to the environment without considering the health of

the ecosystem. Major creeks have been used for dumping of the waste

therefore causing imbalance in the oceanic environment.

5) Population explosion

Population growth is the mother of all environment degradation. Over-

populated areas are generally have the problem of deforestation,

destruction of biodiversity, lack of resources, regeneration, etc.

consequently, changes in the landscape. Ecological states and

environmental pollution takes place and at any cost ethics for business

come into play. Therefore, the ecological balance is again disrupted.

NEED FOR ENVIRONMENTAL STUDIES

The urgent need to protect the environment ,in order to maintain the

quality of life, has now been identified globally. Environmental protection

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starts by creating awareness among people that it becomes a part of their

style . the important features of the subject are:

a) It is very important for each individual for self-fulfillment and social

development. It helps in the maintenance of life and health, in self-

preservation, and in the preservation of the human race.

b) It helps to understand different food chains and the ecological

balance in nature.

c) It helps to understand and appreciates how the environment is used

for making a living and for promoting a material culture

d) It helps in appreciating and enjoying nature and society.

e) It is concerned with the changing the environment in a systematic

manner for the immediate as well as future welfare of mankind.

f) It directs attention toward problems of population explosion,

exhaustion of natural resources and pollution of the environment,

and throws light on the methods of solution.

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OBJECTIVES

To understand why it is so important for companies to Go Green

To study the depleting rate of finite natural resources and various

sources of emission of green house gases

To study corporate awareness, interest, and participation in

establishing standards and procedures for environmentally responsible

practices

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LITERATURE REVIEW

Definition

Green Consumers, also alternatively known as environmental marketing

and sustainable marketing, refers to

An organization’s efforts at designing, promoting, pricing

and distributing products that will not harm the environment.

All activities designed to generate and facilitate any exchanges

intended to satisfy human needs or wants, such that the satisfaction

of these needs and wants occurs, with minimal detrimental impact

on the natural environment.

Green Consumers must satisfy two objectives:

Improved environmental quality

Customer satisfaction

Green Code

Generalise with care. Consumer behavior will not necessarily be

consistent across different product types, and particular market segments

may respond to certain issues on the green agenda but not others.

Remember, the validity of a piece of market research is not related to the

degree to which it supports your preferred option.

Explore the context from which market research data comes. Be clear on

the nature of the sample used, the questions asked, the way in which

responses were recorded and the time and place from which the

responses come.

Ensure that where market research is crossing international borderlines,

that the terminology and interpretation remains consistent. Terms like

‘environment’, green’ and ‘conservation’ do not always translate precisely

between languages.

Neutrality is important. Ensure that when you pose questions to

consumers, that they can make any response without being made to feel

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guilty or uncomfortable, and ensure that your own preconceptions about

the green agenda (such as an assumption that green products will cost

extra) are not encoded within the questions.

Why is Green Consumers Important?

Every recycled ton of paper saves approximately 17 trees, which are

then available for other uses. Recycling paper also reduces the air and

water pollution due to paper manufacturing.

The question of why Green Consumers has increased in importance is

quite simple and relies on the basic definition of Economics:

“Economics is the study of how people use their limited resources

to try to satisfy unlimited wants. “

There is growing interest among the consumers all over the world

regarding protection of environment.

It emerged as growing market for sustainable and socially

responsible products and services.

Looks at how marketing activities utilize these limited resources,

while satisfying consumers wants, both of individuals and industry,

as well as achieving the selling organization's objectives

Why Go Green?

External reasons

Satisfying consumer demands

Competitive environment

Supplier requests

Governmental pressure

Internal Reasons

Cost / Profit Issues

Social Responsibilities

Benefits of Green Consumers-

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The marketing of successfully established green products showcases non-

green consumer value, and there are at least five desirable benefits

commonly associated with green products:

Efficiency and cost effectiveness;

Health and safety;

Performance;

Symbolism and status;

Convenience

Gaining retaining customers

Improved environmental quality

Problems-

Lack of consumer awareness

Limited scientific knowledge

Financial constraints

Deceptive marketing

Lack of stringent legal standards

Implementing Green Consumers Strategies and

Tactics

8 steps of going “green”

Targeting

Product design

Positioning

Pricing

Greening logistics

Marketing waste

Promotion

Green Alliances

4p’s Of Green Consumers

Product-Nike and Jordan Shoes

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Price- Big-Blue Bag –Ikea and Wallmart

Place-Carbon Emissions of Ship

Promotion-Toyota is trying to push gas/electric hybrid technology

into much of its product line. Largest R&D investment-Hydrogen car

What consumers really want?

Is it genuine

Is it of value

Is it relevant

Is it easy to adopt

Suggested solution-

Employees awareness program

Effective communication

Constantly refine the product

Back up from top level

Principles of Green Consumers-

Consumer Value Positioning

The marketing of successfully established green products showcases

nongreen consumer value, and there are at least five desirable benefits

commonly associated with green products:

Efficiency and cost effectiveness;

Bundling- To encourage demand, the CFC-free feature was bundled with

attributes desired by Chinese consumers, which included energy

efficiency, savings, brand/quality, and outstanding after-sales service.

Credibility of product claims

http://www.nokia.com/environment/our-responsibility/nokia-firsts-in-environment%00%E5%A1%B9%EF%92%81%E1%B4%BB%E4%A1%BF%E2%B2%AF%E5%B6%82%E8%97%84%E6%8C%A7%00%00%EA%AE%A5

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Credibility is the foundation of effective Green Consumers. Green products

must meet or exceed consumer expectations by delivering their promised

consumer value and providing substantive environmental benefits.

Calibration of consumer knowledge

Many of the successful green products in the analysis described here

employ compelling, educational marketing messages and slogans that

connect green product attributes with desired consumer value. That is, the

marketing programs successfully calibrated consumer knowledge to

recognize the green product’s consumer benefits. In many instances, the

environmental benefit was positioned as secondary, if mentioned at all.

Third Party Endorsements and Eco-Certifications- Expert third parties with

respected standards for environmental testing (such as independent

laboratories, government products as consuming up to 30 percent less

energy than comparable alternatives.

The U.S. Department of Agriculture’s “USDA Organic” certifies the

production and handling of organic produce and dairy products.

Word-of-Mouth Evangelism and the Internet- Increasingly, consumers

have grown skeptical of commercial messages, and they’re turning to the

collective wisdom and experience of their friends and peers about

products.72 Word-of-mouth or “buzz” is perceived to be very credible,

especially as consumers consider and try to comprehend complex product

innovations.

The Internet, through e-mail and its vast, accessible repository of

information, Web sites, search engines, blogs, product ratings sites,

podcasts, and other digital platforms, has opened significant opportunities

for tapping consumers’ social and communication networks to diffuse

credible “word-of-mouse” (buzz facilitated by the Internet) about green

products. This is exemplified by one of the most spectacular product

introductions on the Web:

Health and safety;

Performance;

Symbolism and status; and

Convenience

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Green Consumers – Adoption by the Firms

Green Consumers has been widely adopted by the firms worldwide and

the

following are the possible reasons cited for this wide adoption:

OPPORTUNITIES-As demands change, many firms see these

changes as an opportunity to be exploited and have a competitive

advantage over firms marketing non-environmentally responsible

alternatives. Some example of firms who have strived to become more

environmentally responsible, in an attempt to better satisfy their

consumer needs are:

o McDonald's replaced its clam shell packaging with waxed paper

because of increased consumer concern relating to polystyrene

production and Ozone depletion.

o Tuna manufacturers modified their fishing techniques because

of the increased concern over driftnet fishing, and the resulting

death of dolphins.

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o Xerox introduced a "high quality" recycled photocopier paper in

an attempt to satisfy the demands of firms for less

environmentally harmful products.

SOCIAL RESPONSIBILITY - Many firms are beginning to realize

that they are members of the wider community and therefore must

behave in an environmentally responsible fashion thus resulting in

environmental issues being integrated into the firm's corporate culture.

o An example of a firm that does not promote its environmental

initiatives is Coca-Cola which invested large sums of money in

various recycling activities, as well as having modified their

packaging to minimize its environmental impact. Another firm

who is very environmentally responsible but does not promote

this fact, at least outside the organization, is Walt Disney World

(WDW) with an extensive waste management program and

infrastructure.

GOVERNMENTAL PRESSURE - Governmental regulations relating

to environmental marketing are designed to protect consumers through

regulations designed to control the amount of hazardous wastes

produced by firms by issuing of various environmental licenses, thus

modifying organizational behavior. In some cases governments try to

"induce" final consumers to become more responsible by taxing

individuals who act in an irresponsible fashion.

o For example in Australia there is a higher gas tax associated

with leaded petrol.

COMPETITIVE PRESSURE -Another major force in the

environmental marketing area has been firms' desire to maintain their

competitive position. In many cases firms observe competitors

promoting their environmental behaviors and attempt to emulate this

behavior. In some instances this detrimental environmental behavior.

o For example, it could be argued that Xerox's "Revive 100%

Recycled paper" was introduced a few years ago in an attempt

to address the introduction of recycled photocopier paper by

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other manufacturers. In another example when one tuna

manufacture stopped using driftnets the others followed suit.

COST OR PROFIT

ISSUES - Disposing of

environmentally harmful by-

products, such as

polychlorinated biphenyl (PCB)

contaminated oil are becoming increasingly costly and in some cases

difficult. In minimizing wastes firms often develop more effective

production processes that reduce the need for some raw materials thus

serving as a double cost savings. In other cases firms attempt to find

end-of-pipe solutions, instead of minimizing waste by trying to find

markets or uses for their waste materials, where one firm's waste

becomes another firm's input of production.

Examples-

GREEN PRODUCT

Tide Coldwater Laundry Detergent -“Did you know that between 80 and

85 percent of the energy used to wash clothes comes from heating the water?

Tide Coldwater—The Coolest Way to Clean.”

Yo bikes - these bikes do not use petrol or diesel instead run on electric

charging and hence cause less pollution.

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Philips Light's CFL - Philips Lighting's first shot at marketing a standalone

compact fluorescent light (CFL) bulb was Earth Light, at $15 each versus 75

cents for incandescent bulbs. The

product had difficulty climbing out of its

deep green niche. The company re-

launched the product as "Marathon,"

underscoring its new "super long life"

positioning and promise of saving $26 in

energy costs over its five-year lifetime. Finally, with the U.S. EPA's Energy

Star label to add credibility as well as new sensitivity to rising utility costs and

electricity shortages, sales climbed 12 percent in an otherwise flat market.

In USA, Levis’ "Recycled Jeans" get on the green side of trendy eco-smart

consumers, seamlessly combining the desirable washed out look and feel of

its product with a self-evident ecological benefit.

Coca-Cola pumped syrup directly from tank instead of plastic which saved 68

million pound/year.

Volkswagons eco friendly car Can a car ever be eco-friendly?

Well, their latest BlueMotion Polo is green enough to be tax exempt - in fact,

it actually gives off less CO2 than any other car in its class.

Nokia wins Green Company of the Year award in India for its take back

campaign

23

Nokia initiatives includes

Anyone can drop their phone off at any Nokia flagship store as well as other

selected retailers or contact your local authority. There are also close to 5000

Nokia care points globally each taking back mobile devices and accessories.

All components of its handset are recycle able whether it be batteries,

components, covers , packaging.

Nokia phones are made up of only 45% plastic and rest of ceramic, metals,

non metals and copper. All the metals in the mobile can be recovered and

used to generate energy or make new product from musical instruments to

gold rings or even a park bench.

WIPRO Infotech, the India and Middle East IT arm of Wipro, on Thursday

launched its eco-friendly and toxin free desktops, manufactured with materials

free of deadly chemicals.

GREEN COMPANY

NHS Green Initiatives - There’s clearly lots of opportunities to save travel

costs and associated CO2 emissions in the NHS, for instance where multi-

disciplinary teams of experts need to consult on a diagnosis. The NHS

Sustainable Development Unit has reported that NHS staff, patients and

visitors travel 10.4 billion Km per year. If video conferencing was used for just

30 hours per week in each large trust it could deliver travel savings of £57m

(additionally this could also save up to 2.3m working hours) per year and

7,200 tonnes of CO2.

The NHS has a carbon footprint of 18 million tonnes CO2 per year, up 40%

since 1990, so it has a significant challenge ahead to comply with government

carbon reduction targets and legislation (which includes the CRC). Green IT

is clearly a way of doing that and the N3 web site points out that the network

can help the NHS reduce its footprint in other ways, including:

Reducing the N3 core Points of Presence from 57 to 10 and refreshing

routers.

24

If 25% of the staff that could access the network from home did so one day a

week it would save 138,812 days of staff commuting travel per year, saving

5.4m Km of staff travel and 773 tonnes of CO2.

Replacing all paper prescriptions with Electronic Transmission Prescriptions

could save 4,197 tones of paper (equivalent to around 100,000 trees) and

14,100 tones of CO2 per year.

Badarpur Thermal Power station of NTPC in Delhi is devising ways to

utilize coal-ash that has been a major source of air and water pollution.

Barauni refinery of IOC is taken steps for restricting air and water pollutants.

Electronics sector - The consumer electronics sector provides room for

using Green Consumers to attract new customers.

One example of this is HP's promise to cut its global energy use 20 percent by

the year 2010. To accomplish this reduction below 2005 levels, The Hewlett-

Packard Company announced plans to deliver energy-efficient products and

services and institute energy-efficient operating practices in its facilities

worldwide.

Introduction of CNG in Delhi- New Delhi, capital of India, was being polluted

at a very fast pace until Supreme Court of India forced a change to alternative

fuels. In 2002, a directive was issued to completely adopt CNG in all public

transport systems to curb pollution.

Maruti- Greening of Supply Chain- The company has remained ahead of

regulatory requirements in pursuit of environment protection and energy

conservation at its manufacturing facilities, and in development of products

that use fewer natural resources and are environment friendly.

The company credited the 'Just-in-Time' philosophy adopted and internalized

by the employees as the prime reason that helped to excel in this direction.

McDonald's restaurant's napkins, bags are made of recycled paper.

25

Greenest companies in India-

A survey conducted by BT- AC Nielsen ORG-MARG, ranked Oil and

Natural Gas Company (ONGC) the greenest company followed by

Reliance Industries. Overall, the oil and petroleum sector was considered

the greenest sector in India. BPCL, Castrol India and HPCL are other

companies in this sector that were rated green companies in the survey.

The private sector companies were in a majority (13 out of 20) in the list of

Top 20 greenest companies in India.

India’s software companies are also considered green companies. IT

companies are allowed to set up their offices within the city limits. This is

because they do not harm the environment. Johnson and Johnson Ltd.,

Chillibreeze, IBM, LG Electronics, PNB, Tata Motors and Hero Honda

Motors are some of the other green companies in India.

26

Dell is implementing a plan to simplify and revolutionize computer packaging

that will result in estimated savings of more than $8 million and the elimination

of approximately 20 million pounds of packaging material over the next four

years. Today’s announcement is the latest milestone in Dell’s commitment to

become the greenest technology company on the planet.

ITC has been 'Carbon Positive' three years in a row (sequestering/storing

twice the amount of CO2 than the Company emits). 'Water Positive' six years

in a row (creating three times more Rainwater Harvesting potential than ITC's

net consumption). Close to 100% solid waste recycling.

ITC's Social and Farm Forestry initiative has greened over 80,000 hectares

creating an estimated 35 million person days of employment among the

disadvantaged. ITC's Watershed Development Initiative brings precious water

to nearly 35,000 hectares of drylands and moisture-stressed areas.

McDonald’s is using networking equipment from Echelon Corporation to

manage and reduce the energy consumption of its kitchens.

A McDonald’s restaurant in Pensacola, Florida is digging 55 holes, 350 feet

deep to heat and cool the new restaurant with geothermal energy.

GREEN PACKAGING- Mc Donald’s wraps all its food in paper bags. It

promotes the use of paper bags instead of plastic bags.

Mac donalds is also known for usage of least amount of plastic and the

practices it follows also are such that minimum resources are utilized. Like the

packaging of its food is done in paper bag and even wrapped in paper thus

reducing the usage of plastics.

http://www.environmentalleader.com/2007/07/10/mcdonalds-networks-kitchen-equiptment-to-save-energy/

http://www.environmentalleader.com/2007/11/14/mcdonalds-taps-into-geothermal/

http://www.nokia.com/environment/our-responsibility/environmental-strategy/climate-strategy%00%E5%A1%B9%EF%92%81%E1%B4%BB%E4%A1%BF%E2%B2%AF%E5%B6%82%E8%97%84%E6%8C%A7%00%00%EA%AE%A5

27

GREEN ADS - these are th paper ads given by an organization called

green peace which works for social and environmental issues.

Going green with Carbon Credits.

With the amount of CO2 and other greenhouse gases in the air reaching

alarming levels, there has been rising international concern about the

immense damage they cause to the environment. Concepts like carbon

credits and carbon offset were introduced in order to improve the scenario

by encouraging firms which are more eco friendly in the manner in which

they conduct their operations.

The use of carbon credits is a new phenomenon. One carbon credit gives

the permission for emission of one tonne of carbon dioxide or a similar

amount of any other greenhouse gas into the atmosphere. Through the

buying and selling of carbon credits in the carbon trading system, the total

level of global emissions can be controlled.

Every firm is provided with a permit of

carbon credits, which regulates the extent to which it can release carbon

dioxide and other greenhouse gases. Businesses opt for carbon trading if

their emissions do not fall within their share of carbon credits in order to

28

buy credits due to a legal obligation. They buy them from organizations

with lesser emissions having extra carbon credits.

Hence, total carbon emissions stay lower than the fixed levels, and

organizations are encouraged to use greener ways of doing their work that

lower the amount of gases discharged by them and save them from extra

expenditure to be made on carbon credits. This system is beneficial for

companies using ecologically sustainable methods to keep trying in this

respect as they can make more earnings from carbon credits business.

Carbon credits can be purchased like any other commodity because they

are sold in an open market and there are several agencies that trade in

them. In fact, even if you are not trading on behalf of a firm, you can opt to

buy carbon credits in order to reduce your carbon footprint. The amount

raised through your investment is channelized for financing ecological

projects running in various parts of the globe that contribute towards

counterbalancing your emissions.

It is estimated that 60-70% of Green House Gases (like hydro

fluorocarbons, methane and nitrous oxide) emission is through fuel

combustion in industries like cement, steel, textiles and fertilizers. They

are released as by-products of certain industrial process, which adversely

affect the ozone layer, leading to global warming. Carbon credits seek to

reduce these emissions by giving them a monetary value. One credit gives

the owner the right to emit one ton of carbon dioxide. Such a credit can be

sold in the international market at the prevailing market price. This means

that carbon becomes a cost of business and is seen like other inputs such

as raw materials or labor.

International treaties have set quotas on the amount of GHG countries can

produce, which in turn set quotas for businesses. Businesses that are over

their quotas must buy carbon credits for excess emissions, while those

below can sell their remaining credits. The ones who are selling are

companies that use clean technology and those buying are the world’s

polluters. These credits can be exchanged between businesses or bought

29

and sold in international markets at prevailing market price at two

exchanges, namely the Chicago Climate Exchange and the European

Climate Exchange. The Multi-Commodity Exchange of India (MCX) may

soon become the third exchange in the world to trade in carbon credits.

As emission levels increase globally, the number of companies

wanting/needing to buy more credits will increase, pushing up the market

price and encouraging businesses to undertake eco-friendly activities that

create for them carbon credits to sell. Developed countries have to spend

nearly $300-500 for every ton reduction in CO2, against $10-$25 by

developing countries. India’s GHG emission is below the target and so, it

is entitled to sell surplus credits to developed countries. India is considered

to claim about 31% of the total world carbon trade, which can give $25bn

by 2010.

This is what makes trading in carbon credits such a great business

opportunity. Foreign companies which cannot fulfill the norms can buy the

surplus credit from companies in other countries. Many Indian companies

have been re-rated on the stock markets on the basis of the bonanza that

will accrue to them when carbon trading kicks off. SRF Ltd and Shell

Trading International have entered into sale and purchase Credit Emission

Reduction. Suzlon Energy and Shriram EPC have business in wind energy

which is eligible for carbon credit benefits. Shree Renuka Sugars is also

expected to benefit from carbon credits. Gujarat Flourochemicals was

among the early companies to register for Clean Development Mechanism

(CDM) project.

India has emerged as the dark horse in this race as more than 200 Indian

entities have applied for registering their CDM Project for availing carbon

credits. Currently, one carbon credit is worth 13 euros. Indian companies

can have higher incomes more from carbon credits than their core

business. The carbon credit market was worht $25 billion last year and is

growing at tremendous space, and there is a demand to reduce 1 billion

30

ton of carbon emissions in the world, so

that threats like global warming could be

dealt with.

Indian companies are fast realizing

there’s money to be made by becoming

eco-friendly. With new core sector

projects like power and steel coming up in

India, the carbon credit market will rise

once again. The 800 million farming

community in India has also a unique

opportunity where they can sell Carbon

Credits to developed nations.

Challenges Ahead

Green products require renewable and recyclable material, which is

costly

Requires a technology, which requires huge investment in R & D

Water treatment technology, which is too costly

Majority of the people are not aware of green products and their uses

Majority of the consumers are not willing to pay a premium for green

products

Ask us how to go green?

Less use of polythene

Less use of mobile phone

Crush plastic bottle after use

31

Use disposable items

Love nature

Save water

Save fuel

Avoid smoking

32

RESEARCH METHODOLOGY

Sample and Sampling Method

Sampling is the process of collecting information only from a small

representative part of the population. Stratified Random Sampling is one

amongst the most elementary random sampling techniques. A stratified

random sampling is a method that allows each possible sample to have an

equal probability of being picked and each item or individual in the entire

population have an equal chance of being included in the sample. For this

project work, without replacement sampling method is used. It means that a

person or item once selected is not returned to the frame and therefore

cannot be selected again. This selection process continues until the desired

sample size ‘n’ is obtained.

i. Sampling chosen with the Random method

ii. Sampling Area would be Delhi & NCR and near area only

iii. Sample Size: 100

Research in common parlance refers to a search for knowledge. One can also

define research as a scientific and systematic search for pertinent information

on a specific topic. According to Clifford Woody research comprises defining

and redefining problems, formulating hypothesis or suggested solutions;

collecting, organizing and evaluating data; making deductions and reaching

conclusions; and at last carefully testing the conclusions to determine whether

they fit the formulating hypothesis.

33

Research methodology is a systematic way to solve the research problem.

The research process consists of series of closely related activities and to

solve a research problem both primary and secondary analysis method is

used for data collection purpose.

Primary Data:

Primary data can be termed as first hand information; it refers to the

information or data which is collected directly from the origin of information

person who know the information or data either by asking the question /

interview. The primary data is mainly assimilated from surveys, interviews,

focus groups and questionnaires for the purpose of reaching a consensus

about the case.

Secondary Data:

It refers to data collected through second hand information. The secondary

data is gathered from the, magazines, Internet sites, articles and journals on

Going Green. Any new information that was a source of good learning was

given prime importance.

Above study has been conducted by collecting secondary data; no primary

data is used. With the help of all data collected, a conclusion will be

performed that will provide solution for the project framed.

34

ANALYSIS & INTERPRETATION

ITC GOING GREEN INITIATIVE

The need to turn environment-friendly is not just fashionable, it makes

business sense too. And India Inc is cashing in on the trend and going green

in a very big way, finds Gaurav Sharma quite likes the electronic bike that he

bought three months ago. Not only does it save him a Rs 1,000 a month on

commuting, he also feels proud to be doing his bit for the environment. The

24-year old employee of a leading IT company in Bangalore was initially

reluctant to replace his petrol powered 150-cc bike but is happy that he made

the shift to cleaner transport. “It’s the need of the hour. We all ought to chip in

with our bit for the planet,” he explains.

Perhaps this is the larger sentiment in Corporate India also. Noticing a

compelling need to go green, one that is more pronounced than ever before,

some of the biggest corporations across different sectors of economic activity

are switching to provide greener solutions to a rapidly increasing set of

consumers who wish to lower their carbon footprint.

Going Green has become fashionable and a business mantra, these days.

There are newer business models coming out of it. From green clothes, which

mind you, are expensive to green offices, which consume lesser electricity,

turn off their lights automatically and have their own water and waste recycling

plants, even generating their own power, green is the way to go.

Thus Hyderabad Airport, ITC-Welcomgroup, Infosys, TCS, Agilent, HP, IBM,

all claim to be going green. It adds to the feel good factor too, and marketers

make buyers feel good about the fact they will contribute something to the

environment by buying this product.

35

So, Pepsi and Coke are working on recyclable plastic, while Sun

Microsystems and Cisco, offer green data centres, even as Google produces

its own solar power. Now even the Indian army is going green, as many Army

cantonments run on their own green power, produced from wind sources.

With carbon trading becoming lucrative on many exchanges, it becomes an

attractive business model too. Companies like Uniglobe offer green travel.

Thus Rs 100 is deducted from your ticket, as you travel from Delhi to Mumbai.

Further, Rs 70 is given to a green initiative, like a renewable energy project

and consumers earn carbon credits for this. The carbon credits, in turn, can

be monetised. Large travel companies like American Express Travel also offer

services to corporates whereby they can monetize their green travel on stock

exchanges and become carbon neutral. In times to come, only carbon neutral

companies will be allowed to bid for certain large projects, the EU has already

moved a bill suggesting as much. Clearly, green is the way to be. Cars are

going green and so is your electricity. In the upcoming Commonwealth

Games, the Delhi government plans major environment-friendly initiatives

such as producing power from garbage. So, your cell phone might soon run

on green power. Banking is also going green, and so is the food you eat.

SOME companies - such as FMCG major ITC - have gone a step ahead and

included their green initiatives as a part of their performance evaluation

system. The cigarettes to hotels conglomerate claims to be carbon positive for

the past four years, isolating twice the amount of carbon dioxide it emits. It

also claims to be water positive for the past seven years, generating two times

more rainwater harvesting potential than what it consumes.

“We have a corporate culture of staying green. For over ten years, we have

been evaluating our performance on based on our financial, social and

environmental initiatives during the year,” says Nazeeb Arif, official

spokesperson of ITC. Similar is the case of Pepsico India, which is aiming to

rely on renewable sources for 25% of its energy requirement within the next

36

two years by using wind energy, solar energy and biomass. The company

claims to have set up India’s first remote wind turbine in Tamil Nadu last year

which contributes a carbon emission reduction of more than 3,500 tons

annually and helps meet more than 75% of the electricity requirements of its

Mamandur plant. Pepsico also claims the conversion of all its own bottling

plants from furnace oil to biomass- powered boilers. The switchover will help

offset a much larger amount of carbon emission. Five of the company’s plants

use solar power for lights (tubular daylight devices). Solar water heating will

save enough energy & electricity in the plants. Fast moving consumer goods

major ITC Wednesday signed a MoU with Orissa government run Orissa

Rural Development and Marketing Society (ORMAS) for marketing raw

incense sticks in the state - a move that officials say will provide additional

income to more than 3,000 rural women.

The agreement was signed by the chief executive of ORMAS B.N. Das, and

ITC Agarbatti division chief executive officer V M Rajasekharan in the

presence of Chief Minister Naveen Patnaik and other top state government

officials. As per the MoU, ITC will facilitate marketing of raw agarbattis

(incense sticks) produced by rural women to vendors supplying Mandaldeep

brands to the FMCG giant. The project is expected to provide employment

opportunities to over 3,212 people, including 2487 women self-help groups.

“ITC’s partnership with ORMAS will not only help establish a supply chain

model for raw battis but also contribute to value addition through the

establishment of a perfuming and packaging centre for Mangaldeep brand

agarbattis in Orissa in the near future,” Mr Rajasekharan on Wednesday told

“The ET”. ITC has also assured the state government to set up a scented and

packaging unit in Bhubaneswar soon. A large number of women are involved

in rolling agarbattis which are used by ITC - one of the leading marketers of

incense sticks manufactured by the small scale sector in India. ITC’s

“Mangaldeep” is one of the leading agarbatti brands in India and has a market

share of 6% and second largest agarbatti producers in the country. A

beaming chief minister complimented ITC for the innovative initiative saying

that the move would empower rural women with additional source of

livelihood.

37

A large number of women in Orissa are involved in rolling agarbattis. The

state also is rich in bamboos and other raw materials required for making raw

agarbattis. “We decided to take help of ORMAS which can mobilize the

women self help groups to making the agarbattis. This will also go a long way

to ensure livelihood to thousands of rural women contributing to ITC’s triple

bottom line philosophy of simultaneously augmenting economic,

environmental and social capital”, Mr Rajasekharan remarked.

ITC has lined up with 13 SSI units, of which seven has got ISO certification,

across the country for the final agarbatti products packaged keeping its quality

in mind. ITC has already procured 10 tons of raw agarbattis from ORMAS and

the supply is expected to go up to 50 tons in the next four months.

ITC, which recorded a turnover of Rs 40 crore in agarabatti business in 2008-

09 achieving a 40% growth in comparison to the previous year, expects 50%

growth in this fiscal. “The response to our Mangaldeep brand has been good

since it is a lifestyle and ambience-creating product. We are quite optimistic

our trade volume will increase this fiscal,” CEO Mr Rajasekharan said. The

income generation of the rural producers will be more if the State Government

withdraws 4% value added tax (VAT) on the sale of agarbatti manufactured by

women SHGs on the lines of other states like West Bengal, Assam, Uttar

Pradesh, Punjab, Haryana, Delhi, Madhya Pradesh and Jharkhand, Mr

Rajasekharan said. The CEO also met the state finance secretary, Mr J K

Mohapatra in this regard.. As international buyers insist on the Forest

Stewardship Council (FSC) certification as a necessary prerequisite to place

orders, more and more domestic companies are going in for the qualification

to help increase their exports.

Forest certification is a mechanism for forest monitoring, tracing and labelling

timber, wood and pulp products, besides non-timber forest products where the

quality of management is judged against a series of agreed standards. Quality

of management includes environmental, social and economic perspectives.

The certificate is issued by an independent party, which verifies that an area

of forest is managed to a defined standard.

38

“From the export market, there is a demand for certified suppliers.

Companies overseas like Marks and Spencers, which source from India, look

for suppliers which have been certified as per FSC’s 10 principles,” said Dr

T.R. Manoharan, Senior Coordinator, Worldwide Fund for Nature (WWF)-

India. He added that the 10 principles underline that all Government laws

regarding forests need to be stringently followed, while the company has to

refrain from using genetically modified plants. Also, the companies concerned

need to follow rules regarding payment of its workers, such as maintaining

parity between the wages of men and women and not allowing child labour.

According to Dr Manoharan, at present 25 Indian companies in the paper and

timber business have secured such certificates, while 10-15 more are in the

pipeline. This includes ITC, which availed a certificate last month for a unit of

its paper business based out of Coimbatore, Tamil Nadu. “The unit in

Coimbatore is where they collect used paper and waste material and recycle

it. ITC has also applied for certification for its other units,” he said. Other major

companies include Ballarpur Industries Ltd (BILT), Relaxo Footwear, Khanna

Paper Mills and Century Plyboards. Mr S.N. Venkataraman, General Manager

(Paperboards and Speciality Papers Division), ITC, said that the company,

since 2008, has planted eight trees for every tree it cut and it is now a carbon

positive company. He added that ITC, which is now focussing more on its

other businesses besides tobacco, sources most of its fibre for its paper

plants from four plantations in India.

“Less that 50 per cent of the net revenue from the 2008-09 fiscal came from

the tobacco business. This shows how fast our other businesses are growing.

Over the next five years, we’ve committed up to half of our sales from FSC

certified products,” he said. Among the 10-15 companies awaiting

certification is Tamil Nadu Newsprint and Paper Ltd (TNPL). However, names

of the other companies could not be availed.

Elaborating on the system of audit, Dr Manoharan said that there is an

annual check on the company’s premises, by the auditor assigned by the

FSC. Moreover, if FSC senses any discrepancy, it can conduct its own

surprise check. He added that FSC has assigned several certifying bodies

39

such as Smartword/Rainforest Alliance, which keep a check on the standards

followed by companies.

40

Table 1

To save energy, I drive my car as little as possible

Frequency Percent

Valid COMPLETLY DISAGREE

15 7.1

SOMEWHAT DISAGREE

32 15.2

NEITHER AGREE NOR DISAGREE

22 10.4

SOMEWHAT AGREE 75 35.5

COMPLETLY AGREE

67 31.8

Total 211 100.0

Interpretation:

The above table indicates that 35.5% of rspondence are somewhat agree

and 31.8% completely agree to drive little to save energy.

41

Table 2

I normally make a conscious effort to limit my use of products that are

made of or use scarce resources

Frequenc

y Percent

Valid COMPLETELY

DISAGREE11 5.2

SOMEWHAT

DISAGREE68 32.2

NEITHER AGREE

NOR DISAGREE57 27.0


COMPLETELY

AGREE26 12.3

Total 211 100.0

The above tables indicates that 32.2% of respondents somewhat disagree

and 27% of respondents either agree nor disagree with the concept to make

conscious effort to limit use of products that are made of or use scarce

resources.

43

Table 3

I will not buy products which have excessive packaging.

Frequenc

y Percent

Valid COMPLETELY

DISAGREE51 24.2

SOMEWHAT

DISAGREE79 37.4

NEITHER AGREE

NOR DISAGREE36 17.1


COMPLETELY

AGREE19 9.0

Total 211 100.0

The above table indicates that 37.4% of respondents are disagree and 24.2%

of them completely disagree to buy low priced products without caring its

impact on social.

45

Table 4

When there is a choice, I always choose that product which contributes

to the

Least amount of pollution

Frequenc

y Percent

Valid COMPLETELY

DISAGREE2 .9

SOMEWHAT

DISAGREE5 2.4

NEITHER AGREE

NOR DISAGREE29 13.7


COMPLETELY

AGREE115 54.5

Total 211 100.0

The above table indicates that when there is a choice, 54.5% consumers give

importance to the products which causes less pollution and 28.4% of them

give preference to that.

47

Table 5

I have tried very hard to reduce the amount of electricity I use.

Frequenc

y Percent

Valid COMPLETELY

DISAGREE10 4.7

SOMEWHAT

DISAGREE13 6.2

NEITHER AGREE

NOR DISAGREE31 14.7


COMPLETELY

AGREE62 29.4

Total 211 100.0

The above table indicates that 45% of consumers tried to reduce electricity

they use and 29.4% of them try hard to reduce.

49

Table 6

If I understand the potential damage to the environment that some

products can cause,

I do not purchase these products.

Frequenc

y Percent

Valid COMPLETELY

DISAGREE9 4.3

SOMEWHAT

DISAGREE8 3.8

NEITHER AGREE

NOR DISAGREE51 24.2


COMPLETELY

AGREE42 19.9

Total 211 100.0

The above table shows that 47.9% of consumers are taking care on not to

buy the products which potentially damage the environment and 24.2% of

consumers neither agree nor disagree to the concept.

51

Table 7

I have switched products for ecological reasons.

Frequenc

y Percent

Valid COMPLETELY

DISAGREE7 3.3

SOMEWHAT

DISAGREE16 7.6

NEITHER AGREE

NOR DISAGREE37 17.5


COMPLETELY

AGREE36 17.1

Total 211 100.0

The above table indicates that 54.5% of consumers make thinking about

ecological reaction of product and 17.5% of them neither agree nor disagree

and 17.1% completely agree to the concept.

53

Table 8

I make every effort to buy paper products made from recycled paper.

Frequenc

y Percent

Valid COMPLETELY

DISAGREE8 3.8

SOMEWHAT

DISAGREE42 19.9

NEITHER AGREE

NOR DISAGREE95 45.0


COMPLETELY

AGREE22 10.4

Total 211 100.0

The above table shows that 45% of consumers neither agree nor disagree

and 20.9% of them somewhat agree to take effort to buy paper products

made from recyle paper.

55

Table 9

I have purchased a household appliance because it uses less electricity

than other brands.

Frequenc

y Percent

Valid COMPLETELY

DISAGREE15 7.1

SOMEWHAT

DISAGREE36 17.1

NEITHER AGREE

NOR DISAGREE33 15.6


COMPLETELY

AGREE32 15.2

Total 211 100.0

The above table indicates that 45% of consumers somewhat agree and

17.1% of consumers somewhat disagree to purchase household appliance

which uses less electricity than other brands.

57

Table 10

I use a low-phosphate detergent (or soap) for my laundry.

Frequenc

y Percent

Valid COMPLETELY

DISAGREE12 5.7

SOMEWHAT

DISAGREE22 10.4

NEITHER AGREE

NOR DISAGREE92 43.6


COMPLETELY

AGREE16 7.6

Total 187 88.6

Missing NO AWARNESS 24 11.4

Total 211 100.0

The above table shows that 43.6% of consumers neither agree nor disagree

and 21.3% of them somewhat agree to use low-phosphate detergent or soap.

59

Table 11

I have convinced members of my family or friends not to buy some

products

which are harmful to the environment.

Frequenc

y Percent

Valid COMPLETELY

DISAGREE7 3.3

SOMEWHAT

DISAGREE17 8.1

NEITHER AGREE

NOR DISAGREE31 14.7


COMPLETELY

AGREE40 19.0

Total 211 100.0

The above table denotes that 55% of consumers somewhat agree and 19% of

them completely agree to convince members of my family or friends not to

buy some products which are harmful to the environment.

61

FINDINGS & INFERENCES

Alarm over deforestation has grown as world population figures

continue their inexorable rise. Our data reveals the extent of forest

decline over the last 20 years country by country

B. Forest extent: Total forest area

(Units: Thousand hectares)

Country 1990 2000 2005

Afghanistan 1,309 1,015 867

Albania 789 769 794

Algeria 1,790 2,144 2,277

Bahamas, The 515 515 515

Bahrain 0 0 0

Bangladesh 882 884 871

Cambodia 12,946 11,541 10,447

Cameroon 24,545 22,345 21,245

Canada 310,134 310,134 310,134

Denmark 445 486 500

Djibouti 6 6 6

Dominica 50 47 46

Ecuador 13,817 11,841 10,853

Egypt 44 59 67

El Salvador 375 324 298

Faeroe Islands 0 0 0

62



Country 1990 2000 2005

Falkland Islands 0 0 0

Fiji 979 1,000 1,000

Gabon 21,927 21,826 21,775

Gambia 442 461 471

Georgia 2,760 2,760 2,760

Germany 10,741 11,076 11,076

Haiti 116 109 105

Honduras 7,385 5,430 4,648

Hungary 1,801 1,907 1,976

Iceland 25 38 46

India 63,939 67,554 67,701

Indonesia 116,567 97,852 88,495

Iran 11,075 11,075 11,075

Jamaica 345 341 339

Japan 24,950 24,876 24,868

Jordan 83 83 83

Kazakhstan 3,422 3,365 3,337

Kenya 3,708 3,582 3,522

63



Country 1990 2000 2005

Kiribati 2 2 2

Lao People's Dem Rep 17,314 16,532 16,142

Latvia 2,775 2,885 2,941

Lebanon 121 131 136

Macedonia, FYR 906 906 906

Madagascar 13,692 13,023 12,838

Malawi 3,896 3,567 3,402

Malaysia 22,376 21,591 20,890

Namibia 8,762 8,033 7,661

Nauru 0 0 0

Nepal 4,817 3,900 3,636

Netherlands 345 360 365

Pakistan 2,527 2,116 1,902

Palau 38 40 40

Palestinian Territories 9 9 9

Panama 4,376 4,307 4,294

Puerto Rico 404 407 408

Qatar 0 0 0

Reunion 87 87 84

64



Country 1990 2000 2005

Romania 6,371 6,366 6,370

Russia 808,950 809,268 808,790

Rwanda 318 344 480

Saint Helena 2 2 2

Saint Kitts and Nevis 5 5 5

Saint Pierre and Miquelon 3 3 3

Tajikistan 408 410 410

Tanzania 41,441 37,318 35,257

Thailand 15,965 14,814 14,520

Timor-Leste 966 854 798

Uganda 4,924 4,059 3,627

Ukraine 9,274 9,510 9,575

United Arab Emirates 245 310 312

United Kingdom 2,611 2,793 2,845

United States 298,648 302,294 303,089

Vanuatu 440 440 440

Venezuela 52,026 49,151 47,713

Vietnam 9,363 11,725 12,931

Virgin Islands 12 10 10

65



Country 1990 2000 2005

Western Sahara 1,011 1,011 1,011

Yemen 549 549 549

Zambia 49,124 44,676 42,452

Zimbabwe 22,234 19,105 17,540

Deforestation removes a vital line of defence against climate change.

Pollution levels in metropolitan cities

Pollution levels in metropolitan cities are assessed and monitored by the Central Pollution

Control Board (CPCB) under the programmes namely National Air

Monitoring Programme (NAMP)

The data collected during 2006-2008 indicate that the concentrations of air pollutants

like Sulphur dioxide (SO2) and those of Oxides of Nitrogen (NOx) except for Kolkata during

2008 are within the prescribed National Ambient Air Quality Standards (NAAQS). The

concentrations of Respirable Suspended Particulate Matter (RSPM) have generally exceeded

the ambient air quality standards. Data pertaining to major pollutants in four mega cities is

provided in Annexure. The Ground Water Quality (GWQ) is monitored in 35 major cities. The

levels of total dissolved solids (TDS) and some heavy metals have exceeded the permissible

limit in few cities. CPCB is monitoring sewage generation and treatment capacity in 35 major

cities. As per CPCB report, the sewage generation in 35 major cities is 15,644

million litres per day (MLD), and whereas, the treatment capacity (in 23 major cities) is 8040

MLD.

66

Sulphur dioxide SO2 [Normal Value <60 microgram per cubic meter, Annual Average for Residential Area]

S. No. Cities 2006 2007 2008(Jan to August)

1. Delhi 9 4 42. Kolkata 7 8 73. Mumbai 9 11 84. Chennai 7 9 7

Oxides of Nitrogen NOx [Normal Value <60 microgram per cubic meter, Annual Average for Residential Area]

S. No. Cities 2006 2007 2008(Jan to August)

1. Delhi 43 36 432. Kolkata 53 58 633. Mumbai 29 40 344. Chennai 10 9 10

The ambient air quality is monitored with respect to major air pollutants viz., SO2, NOx and

RSPM.

Bringing Green Revolution to Eastern Region

The Green Revolution in Eastern Region is waiting to happen. To realize the

potential of the region, last year's initiative will be continued in 2011-12 with a

further allocation of `400 crore. The program would target the improvement in

the rice based cropping system of Assam, West Bengal, Orissa, Bihar,

Jharkhand, Eastern Uttar Pradesh and Chhattisgarh

67

CASE STUDY- THE ORCHID

THE ORCHID A ECOTEL HOTEL

Ecotel: the hallmark of environmentally sensitive hotels. The orchid hotel was

visited y me to fid out their waste products ad waste management. The

orchid- an ecotel hotel is Asia’s first certified eco-friendly five star hotel ad

world only ecotel to e certified as ISO 14001. Everything is designed so as to

e unobtrusive. All the materials ad systems used I constructing ad running the

orchid are esuriently.

.The exclusivity of the orchid is experienced as soon as one enters the atrium

that is serenaded by a 70foot indoor waterfall. The beautiful orchids growing

there give you a feel of the truly orchid experience. TM 14 international

awards and the recent ISO 14001 certification reiterate the efforts of the

orchid of being a pioneer amongst environment friendly hotels. The orchid

focuses on creating an experience where Deluxe need not disturb, comfort

need not compromise and enjoyment need not be insensitive.

Waste of “THE ORCHID”

It produces on an average approximately 370 kg of natural wet kitchen waste

everyday. This is in addition to the glass, paper, plastic, metal and other

synthetic dry waste, which is very meticulously separated within the hotel in

separate bins at the source itself. A recycler then takes it away.

Decomposition of the natural waste has to be done in a very limited space.

Thus they have constructed vermicompost units containing processed soil

and installed the shredder cum compactor. This helps fast action as the size

of the waste is first reduced in the shredder and also reduces acidy in the

waste. On any average day the kitchen waste generated can be classified in

to the following broad categories:

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Particulars Weight

1) Cooked Food 180 kg

2) Raw Meat And Bones 60 kg

3) Fruit waste 40 kg

4) Green & Other Vegetables 60 kg

5) Bakery Products 30kg

Total 370 kg

Particulars

1. Joked food

2. Raw meat et: bones

3. 3X fruit waste

4. Green B: other vegetables

5. Bakery products

Weight: 180kg 60 kg 40kg 60kg 30kg 370_J

Waste Reduction Recycling Programmer

Newspapers are delivered to guest on request after they have given

their consent at the time of checking. This programmer has indicated

that only 50% of our guest prefers a newspaper in their rooms.

A recycling bin is also placed in all guestrooms for r guests to

participate in the recycling program.

Fruits

At the orchid fruits are served on request so as to avoid wastage.

Carbon paper

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There is no use of carbon paper made At The Orchid Hotel, QS the

chemicals used in carbon paper. Ore toxic, which kills the microorganisms

that break down solid waste reducing the volume of waste in the landfill.

Zero garbage

The orchid in its endeavor to become Q “zero garbage” hotel has taken

various measures to reduce the waste being generated. To reinforce this we

have undertaken the project of sericulture on our hotel site. For this purpose

we have built 9 bins on site wherein all the kitchen garbage is diverted for the

process. This endeavor of ours has helped us to achieve our “zero garbage”

mission; the second benefit of this act is that we are not Adding to the waste

steam of our city. They are the first 5 star hotels in mumbai: to undertake semi

culture.

Water conservation

At the orchid they believe in the three “R” theory of reduce, reuse, and

recycle, water being one of the earth’s most precious resources and vital to

life we have tried to put this theory in practice by taking special care to

conserve this resource by employing carefully planned techniques enlisted

below, which reestablishes our belief in the above theory.

Sewage treatment plant

At the orchid they recycle the wastewater. With the latest technology,

wastewater is treated and then reused in areas like air conditioning ft

gardening.

ENVIRONMENTAL EFFORTS MADE BY THE ORCHID

Plastic bags menace

Plastic bags of 20 microns and less were creating a serious environmental

hazard in the city of mumbai. It was found that these plastics bags, which

were ubiquitous in mumbai, were choking the drains all over the city. This led

70

to serious flooding problems during the monsoons, and major parts of the city

would remain submerged for days on end due to this. The municipal

corporation of greater mumbai had from 15th august 2000 banned the use of

plastics bags less than 20 microns. The orchid supported the MCGM by:

Sponsoring the street plays arranged by them by creating

Environmental Awareness.

Sponsoring the cost of distribution/courier charges of 1000 nos. of

invitations for their Seminar On Thin Plastic Bags, Environment & Role

Of Educational Institutions.

Distributing 1000 cloth bags to the officials of the Municipal Corporation

Of Greater Mumbai on 23rd September 2000.

Plastic Bag- Collection Drive Cum Competition

The Orchid- An Ecotel, supporting the noble cause of the Municipal

Corporation’s ban on plastic bag had launched an inter- school competition

wherein the schools would collect the old plastic bags from their homes and

neighborhoods in return of which they would give them a cloth bag. The

school collecting the highest number of bags per child was to be invited to

The Orchid for felicitation followed by dinner.

The students took the campaign out to their homes and neighborhoods and

as a result the awareness about the, effects of plastic was spread by word of

mouth to 7.8 million citizens of Mumbai. As the campaign made news

headlines and was also actively carried by the television news channels the

effect of the reach cannot be imagined! Thus a small effort on their part

actually made big strides for the environment.

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The result

43 schools covering 80,000 students, collected 750 kgs of used plastic bags

(approximately 3000 plastic bags of 20 microns and below make 1 kg

Today, mumbai has 4.5 million square feet less of thin plastic to worry about!

Energy Saving Programmer

The orchid does not have switches made of plastic, which are harmful to the

Environment, in any of their rooms. Instead they have a Master Control Panel,

which is made of reprocessed plastic.

Within the room the guest can participate in the energy saving programmed

by pressing the ECO BUTTON on the Master Control Panel placed alongside

the bed. When the guest presses this button the air- conditioned temperature

increases by 2 degrees making the room a little warmer. The Building

Management System showing us the number of guest’s participating in this

programmer brings down this information.

At the Orchid energy efficient PL lamps are used which provides as much

light as ordinary bulbs, yet consume substantially less energy. To cite an

example: using a W PL lamp will give an equal amount of brightness as a

60W incandescent bulb whereas the foriner (PL lamp) will have a power

consumption of 25% the latter will have a power consumption of 100% what’s

more since your room lights come in only when your key card is inserted

there’s no chance that lights or the air conditioner remains on once you leave

the room.

73

CASE STUDY-

RASTRIYA CHEMICAL AND FERTILISER LTD. (RCF).

Rashtriya chemicals & Fertilizers Ltd (RCF) is one of the largest fertilizer and

chemical company in Asia, with 20 operating plants at Trombay and 5 large

plants at its Thal Fertilizer unit. The Rashtriya chemicals and fertilizer limited

(RCF) was incorporated on 6th march 1978. RCF commenced operations in

1978, after the reorganization of the erstwhile Fertilizer Corporation of India.

Today, it is the largest producer of fertilizer and chemicals in the public as well

as the private sectors in India. With the setting up of the gas based mega

fertilizer unit at Thal in Raigad district, RCF became the first company to

import the latest generation fertilizer technology in to India. RCF as a

corporate body and government of India undertaking is responsible to the

people of India, the government as owner, as government, as consumers, as

employees, as the society at large. The company is simultaneously

accountable to all these agencies that have a stake in its successful

operation, growth and welfare.

Rashtriya chemical and fertilizer limited (RCF) commits to produce and

market fertilizer and industrial chemical of excellent quality by using modern

and eco friendly technology to meet of customer. RCF also endeavor to fulfill

this obligation to society at large by continuous improvement and growth.

\They says that they are very much concern about their employees. The

company believes that the employees are the most important assets and

offers them satisfying, challenging and growth –oriented careers rather then

mere employment. As a model employer, RCF provides a full range of

amenities to its employees. RCF provides them many facilities like housing,

health care, education, sports and personality development.

RCF has a full range product line in fertilizers series of vital industrial

chemicals. In chemicals fertilizer they have ujjwala (urea), complex fertilizers,

suphala (15:15:15), suphala (20:20:20). In bio-fertilizers line they have biola,

nimola, microla. They use ammonia, nitric acid, sulfuric acid, phosphoric acid

and ammonium nitrate as intermediates. Carbon dioxide, calcium carbonate,

gypsum, hydrofluorosilisic acid are bi-product of RCF. And industrial products

74

are methanol, methylamines, conc. nitric acid, ammonium bicarbonate,

sodium nitrate, and dimethyl formamide

WASTE MANAGEMENT POLICIES OF RCF

RCF manufactures 25 items. They manufacture in a bulk quantity i.e., 21

lakhs tonnes of fertilizers every year. As per the information given by Mr.

Hemant Kulkarni if capacity utilization increases there is a loss to the

company. Therefore to reduce this loss the RCF has systems ISO 9001- 2001

and ISO 14000.It has also one system to reduce these loses i.e., OHSAS

18000 (Occupation Health & Safety Production This company runs on

international standard in terms of Quality, Environmental Management And

Occupational Health.

The objectives of these standards are:

To ensure production level is high

To ensure that there is safe production in the organization and to help

the health of the workers of the organization.

To reduce waste generation of the company.

THE waste that are generally managed by the company :

Solid waste

The company with the help of the international standards manages solid

waste because any loss is loss to the company. The waste that is generated

by the company is again converted or recycled or reused. Out of the 100%

material used for production process 80% is converted in to final output and

20% which is left as waste is again processed. And after the waste is

reprocessed again if some waste is left then the company sells it

Liquid waste

75

For the management of liquid waste rcf company is having efficient treatment

plant. The company generates is put in to these plants. Then the solid that are

present in this liquid are separated with the help of this plant. Absolute wastes

are treated and send into deep area by using international and national

norms.

Air Waste:

There is no wastage through air.

Sewage Treatment

At RCF to manage the waste water the company also buys sewage treatment

plant from BMC. This sewage is treated and converted into quality water and

the company uses the same.

ICICI BANK GOING GREEN INITIATIVE

CICI Bank’s Green initiatives aimed at customers are driven by the objective

of collaborating with each of our customers and making ‘Green’ a part of all

our lives. These initiatives range from Green offerings/ incentives, Green

engagement to Green communication to our customers.

Green Products & Services

* ‘Instabanking’ - It is the platform that brings together all our alternate

channels under one umbrella and gives customers the convenience of

banking anytime anywhere through Internet banking, i-Mobile banking, IVR

Banking. This reduces the carbon footprint of the customers by ensuring they

do not have to resort to physical statements or travel to their branches.

* Vehicle Finance- As an initiative towards more environment friendly way

of life, Auto loans offers you 50% waiver on processing fee on car models

which uses alternate mode of energy. The models identified for the purpose

are, Maruti's LPG version of Maruti 800, Omni and Versa, Hyundai's Santro

Eco, Civic Hybrid of Honda, Reva electric cars, Tata Indica CNG and

Mahindra Logan CNG versions.

76

Each car that hits the road impacts the environment...make an informed

choice for a better earth.

* Home Finance- ICICI Home Finance offers reduced processing fees to

customers who purchase homes in ‘Leadership in Energy and Environmental

Design’ (LEED) certified buildings.

Green Engagements

ICICI Bank has conducted Green themed events with our customers

during Diwali to build awareness about the environment amongst

employees and customers alike. During this event Money Plants were

presented to our customers as token of prosperity and also as a token

of our collective responsibility in building a greener society.

In line with the ‘Go Green’ commitment, ICICI Bank has partnered the

Green themed CNBC- Overdrive Auto Awards this year.

'Earth Hour' - In furtherance of its ‘Green’ commitment, ICICI Bank

pledged its support to the world’s largest global climate change event-

the 'Earth Hour'. On Saturday- March 28, 2009, ICICI Bank switched off

all lights in its premises, Branches and ATMs between 8.30 PM- 9.30

PM- the designated ‘Earth Hour’. We are sure, one hour of darkness

will help bring to light one of our generation's largest challenges

"Climate Change".

World Environment Day- June 5, 2009-ICICI Bank celebrated the

World Environment Day on June 5, 2009. To mark the occasion,

branches across the country undertook a number of activities.

Branches along with their customers took the green pledge through

signature campaigns, planted and distributed saplings, conducted

drawing and painting competition for children, conducted cycle rallies.

Employees at the ICICI Bank Towers, BKC, took the Green pledge by

wearing the Green ribbon and endorsing the Green cause. As a

gesture of its commitment towards the environment, ICICI Bank also

switched off lights in its offices, Branches and ATMs on Friday- June 5,

2009- 8.30 PM- 9.30 PM.

77

ICICI Bank, Lucknow also celebrated the 'Environment Week' from

June 1- 8, 2009 wherein ICICI Bank further strengthened its

commitment to the environment by planting a tree for every new

account opened during this period.

78

Green Communication

ICICI Bank has extensively capitalized on the existing internal media-

statements, inserts, Credit Card Charge slips- to reach out to the customers

and seek their collaboration in the ‘Go Green’ movement. The communication

on Online Bill pay, Online Funds Transfer and Subscribing to e-statements

are aimed at migrating customers to ‘paperless’ and ‘commute-free’ mode of

conducting some of their banking transactions.

Green Partners

ICICI Bank is working on and looking forward to partnerships with national

and international ‘Green’ organisations and NGOs. In the past ICICI Bank has

been associated with BNHS in the past and has also partnered the Green

Governance Awards set up by BNHS to recognise and appreciate the

participant organisation's efforts beyond meeting the statutory compliance for

protection and conservation of the environment.

79

LIMITATIONS

This is stick with the one organization report and may be due to

of very busy schedule of work employee many not take very

appropriate decision when time of filling the questionnaire

Also for future events disclosure company are not sharing

more internal information either on internet or ready to give.

80

RECOMMENDATIONS AND CONCLUSION

CONCLUSION

As India is a very Fast Developing Country. There is a heavy development in

all Indian Industrial Sectors in all spheres. This development had put our India

in the place of 5th Biggest Energy Consumer in the World & is expected to

take the 3rd place in the world for the Biggest Energy Consumer by 2030,

which would be a very serious problem for India, so far as Energy

consumption is concerned. Environmental management is not the

conservation of the environment solely for the environment's sake, but rather

the conservation of the environment for humankind's sake.

BASF believes in the concept of Sustainable Development. Sustainable

development is a pattern of resource use that aims to meet human needs

while preserving the environment so that these needs can be met not only in

the present, but in the indefinite future. It is the development that meets the

needs of the present without compromising the ability of future generations to

meet their own needs. BASF has again been included in the prestigious

Climate Leadership Index of companies that address the challenges of

climate change and reducing greenhouse gases.

Lastly, Environment is a GIFT OF NATURE.........Let us preserve it.

81

RECOMMENDATION

Environmental response of business units refers to their compliance with

existing norms and involvement in voluntary schemes that go beyond existing

norms or implement environmental management programs. Other responses

could be investment decisions for pollution prevention strategies, and/or

adopting newer and cleaner technologies. Business units, depending on the

objective function that they are seeking to maximise, could decide to obstruct,

collaborate or collude with regulators and in so doing seek to influence both

the process of policy making and the policy itself.

This thesis looks at how Indian firms in the steel and paper industry have

sought to integrate environmental factors in economic decision making. It

attempts to explore how the environmental strategies of these firms emerged

over time and give feasible interpretations of why the strategies took the

shape they did. Four firms have been studied, two in the public sector and

two in the private sector, in each industry.

A framework for analyzing corporate environmental decisions is first

developed, after which information from in depth case studies is used to

understand the behaviour of different firms. Given that environmental

initiatives are an outcome of rational decision making processes coupled with

firm history and their institutional context, case studies are helpful in

understanding how environmental issues are dealt with in business

82

organizations. The aim of this thesis is to show how technology choices are

an outcome of an interaction between the institutional context within which a

firm operates, firm level capabilities and socio-economic, domestic, and

international policies. It is hoped that this would equip policymakers with an

improved understanding of how best to deal with issues related to

environmental compliance.

This thesis highlights the fact that when faced with changing environmental

scenarios, firms react in ways other than revising production targets. While

regulatory pressure evokes a reactive response, social pressure or

enlightened self interest elicits proactive or innovative responses from firms.

Judicial activism, competitive market conditions, global integration and

appropriate resource pricing encourage environment friendly firm behaviour.

Lower resource and pollution intensity are associated with firms with larger

operating scales and/or firms located in areas which have a more

environmentally aware and active community. Although environmental

activity and production activity are linked, the link is weak and production

activity is given priority over environmental activity. Nevertheless, all major

improvements in environmental performance are related to large investments

in new technologies, driven by profits. Moreover, for sustainable development

environment management departments have to evolve from engaging only in

compliance related activity to integrating environmental concerns into the

firm’s production activity.

Between the Indian Steel and Paper industry, our studies indicate that the

former is ahead with respect to benchmarking with the best global

environment management practices. For the steel industry the constraining

parameter for reducing pollution intensity is the vintage of the plant, rather

than its technology, which has undergone/ is undergoing some modernisation

over time. Obsolete technology is the problem plaguing the paper industry,

perhaps because of shallower pockets and smaller scales of operation. The

way an industry is organised within the institutional context can affect the rate

of diffusion of environmental management practices. While firms in the Indian

83

steel sector are more aware of each other’s practices, firms in the paper

industry have an insulated existence.

Regulators can encourage better environment management practices by

forming partnerships with industry, using graded penalties, enhancing existing

market based incentives like water cess, encouraging industrial ecology

practices and issuing specific standards for firms depending on the carrying

capacity of the area in which it operates. The government can promote

environment friendly behaviour by promoting industry associations and

research laboratories to develop sustainable technologies and solutions to

environmental problems, ensure capital availability for environmental projects,

guiding industrial philanthropic activity, and work towards creation of

environmental value.

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BIBLIOGRAPHY

RESEARCH PAPERS

Google Search Engine.

Yahoo Search Engine.

The official website of BASF – The Chemical Company i.e.

www.basf.com

Wikipedia ( The Internet Encyclopedia)

pib.nic.in

indiabudget.nic.in

http://pib.nic.in/