Usage of Green Marketing by Large Scale Manufacturing (ISM) Organizations in the North Central Province (NCP) in Sri Lanka

Abstract

Green Marketing has become a buzz and a novel concept in the world with emerging growth ofthe economy. It is an important practice which marketers can apply to their manufacturing and marketing process to enhancing the market share, profitability. As revealed by Kotler in 2004, the deterioration ofthe natural environment is a major global concern. In many counfries in the world, air, soil and water pollution has reached dangerous level and hence there is a geater concern about green activities. This problem has increased seriously day by day with the activities of manufacturing organizations in the world. Therefore businesses have begun to their behavior to address this new concern ofthe society. At the same time "Derena", ITN and Rupavahini progams in Sri Lanka continuously raised the bad effect of the environment pollution to the society well- being.Consequently, this study attempts to identi$' the extent and nature of geen m±ting strategies adopted by LSM organizations in the NCP in Sri Lanka, one of the most geographical location and with resource base in the counfry and to give recommendations to minimize the weal•mess associated. Accordingly, the study consists of two major independent variables; Designing for environment and Integated waste management.The sample was 17 LSM organizations with 05 manufacturing categories in the NCP. Establishments with 25 or more employees engaged were selected as LSM organizations. The sample was selected usingju¥ental and convenience method. Data were collected by interviewing respondents using structured questionnaire. Analysis reveals that overall green marketing usage in the LSM organizations in the NCP is very poor. Hence it is required to take steps to improve the level ofusage for enhancing the long term customer satisfaction and society well- being. Green marketing strategies are practiced at very basic level except the green promotion and geen distribution. Anyhow practices of "Designing for environment" are somewhat better than practices of "Integrated waste management". Therefore it is suggested to introduce further pollution prevention progams and resource recovery projects based on green policies