Research Proposal: Eco-Marketing Strategies in Era of Sustainable Development

Introduction

The primary issue that the research will address is the various eco-marketing strategies used in the era of sustainable development.

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Research Question

How can policy-makers and law enforcers ensure that organizations adhere to eco-marketing strategies?

Background/Literature Review

Garg and Sharma (2017) define eco-marketing, also known as green marketing, as the process of improving the environment through the use of marketing methods that are ecologically safe. Some of the environmentally-safe eco-marketing strategies are those that are paperless and interactive, like the use of social media and the formation of partnerships. According to Domazet and Kovacevic (2018), sustainable development refers to the growth that meets the current needs without compromising the ability of eco-systems to provide natural resources that societies depend on. Saxena and Khandelwal (2010) explain that consumers all over the world are starting to be environmentally conscious, and businesses must switch to green-marketing; otherwise, they risk losing their clients. However, organizations must be genuine an avoid creating false impressions and stick to the actual eco-marketing strategies.

One of the eco-green/ marketing strategies used by entrepreneurs and cited by Garg and Sharma (2017) is through public declarations. Firms make a public declaration that they will use eco-marketing strategies and give details on the specific changes that the organization will adopt and the time frame that will be needed to accomplish the plan. According to Saxena and Khandelwal (2010), many businesses are switching to e-newsletters instead of traditional papers written to customers. The use of e-newsletters reduces the cost of production and printing and wastage too. These businesses use e-letters for advertising their products. Therefore, they do not interfere with the environment.

Domazet and Kovacevic (2018) describe the development of green products as the designing and manufacturing of ecological items that protect the environment. More firms are dedicated to products that are environmentally friendly to remain competitive and protect their market shares. Saxena and Khandelwal (2010) explain that several factors influence green product (GP) development, and they include governments, consumers, firms, and universities. High environmental performance is critical for any business if it wants to remain competitive and accomplish customer expectations.

Data Collection Strategies

Both qualitative and quantitative data collection procedures will be used to research about eco-marketing strategies in the era of sustainable development. The quantitative research methods that will be used in the study are interviews, questionnaires, and surveys. The interviewees will be selected from various sectors, for instance, some firm managers, government officials in the environment dockets, and normal citizens. A set of questions will be provided for the selected parties to answer. The questionnaires will contain both open and close-ended questions. The close-ended questions will be used to enhance uniformity and to make data analysis easy. The open-ended questions will require the selected individuals to give their views regarding eco-marketing strategies in sustainable development, if organizations have adopted the methods, and to give recommendations on what can be done to protect the environment. The qualitative data collection strategies that will be used include case studies and narratives.

Potential Contributions to The Research

The research is critical for theory, policy, and practice for various reasons. The explanations that will be included will lead to better decision-making strategies. Policymakers can use the evidence presented in the research regarding the benefits of eco-marketing in sustainable development to make rules that ensure environmental protection (Garg & Sharma, 2017). Regarding practice, the study will enable many firms to adopt eco and green-marketing strategies to remain competitive, satisfy their customers, and preserve the environment (Saxena & Khandelwal, 2010). The research is essential for theory since it educated on the need for environmental protection and the strategies organizations can use.

Reference List

Domazet, I. and Kovacevic, M., 2018. The role of green marketing in achieving sustainable development.

Garg, S. and Sharma, V., 2017. Green Marketing: An Emerging Approach to Sustainable Development. International Journal of Applied Agricultural Research, 12(2), pp.177-184.

Saxena, R. and Khandelwal, P.K., 2010. Sustainable development through green marketing: The industry perspective.