|
Roosevelt's words accurately
describe the problems faced
by the automobile industry in attaining the right balance
between the survival of their business and the protection of the
natural environment. Automobile companies have been partly blamed for
the rising global temperatures, increasing fuel costs, and
changing climate patterns, thanks to their production of fuel-inefficient
vehicles as well as their inadequate focus on environment conservation.
To reverse the negative consequences, the Indian
automobile sector has done the role of a responsible corporate citizen
and initiated green marketing activities to save the environment and to
foster sustainable development. Apart from promoting awareness
amongst customers about their eco-friendly products, auto manufacturers
are also taking right steps by using biodegradable raw materials in
their production, developing hybrid, hydrogen and electric drive
systems, and complying with stringent government regulations
regarding the environment.
Fundamental incompatibilities between sustainability and
strategic marketing planning processes are the key factors for development of
green products in the automobile sector (Peattie,
1999). Bansal and Roth
(2000) have discussed three motivations for
automobile companies to go green. These are competitiveness, legitimization
and ecological responsibility. Supporting these, Mildenberger and
Khare (2000) explained the various
tools available to modern decision makers for balancing
ecological, economical and technological aspects of production.
However, Chen C (2001) has been of a different opinion. He holds that
eco-product development and strict environmental standards
are insufficient to save the environment. Regulation by itself would
be inadequate to create a market for fuel-efficient vehicles.
Legislation and/or economic incentives might help; however, manufacturers are
not highly optimistic about green consumption rates accelerating
in the future (Wong, Turner & Stoneman,
2001; Kemp, 1994; Gordon and Emine,
2000). |
