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«Published Annually Vol. 6, No. 1 ISBN 978-0-979-7593-3-8 CONFERENCE PROCEEDINGS Sawyer School of Business, Suffolk University, Boston, Massachusetts ...»

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The empirical research has found that people accept mark-ups on the price of green energy brands because they want to feel better about themselves, and are not primarily interested in the objective environmental impact of their decision. Customers experience an intrinsic value in using green products or services, and individual motivation is driven by a “warm glow of giving” (Menges, 2003; Boyce et al., 1992; Andreoni, 1989, 1990).

(v) Is the green cell phone both affordable and beneficial among target group? Individual cost-benefit analysis is inherent in human decision-making. As behavioural choices imply costs but can deliver benefits, the consumer will behave in an environmentally sound manner. In a survey of carried out by ABI Research revealed nearly half of US consumers would be willing to consider a "green" cell phone, but only if the price, features, and performance were equivalent to a conventionally constructed phone. Just 7% would be willing to pay a premium.

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Ottman in her book Rules of Green Marketing says protect your company from common pitfalls and start taking advantage of new opportunities by heeding my Rules of Green Marketing. General principles of overcoming challenges can be summarized


(i) Know your customer - If you want to sell a greener product to consumers, you first need to make sure that the consumer is aware of and concerned about the issues that your product attempts to address. (Ottman, 2011) Green aspect of cell phone both from health and environmental view should be communicated to customers who are conscious about green view of cell phone, otherwise green appeal might go unnoticed. Marketers should avoid implications of significant environmental benefits if the benefit is in fact negligible for target customer.

(ii) Empower consumers - Make sure that consumers feel, by themselves or in concert with all the other users of your product, that they can make a difference. This is called "empowerment" and it's the main reason why consumers buy greener products (Ottman,2011) Comparative statement should be presented in a manner that makes the basis for the comparison sufficiently clear, avoid consumer deception. In addition, the advertiser should be able to substantiate the comparison.

(iii) Be transparent - Consumers must believe in the legitimacy of your product and the specific claims you are making. Caution:

There's a lot of skepticism out there that is fueled by the raft of spurious claims made in the "go-go" era of green marketing (Ottman, 2011) An environmental marketing claim should be presented in a way that makes clear whether the environmental attribute or benefit being asserted refers to the product, the product's packaging.A green marketing claim should not be presented in a manner that overstates the environmental attribute or benefit, expressly or by implication.

Conference papers © Knowledge Globalization Institute, Pune, India, 2012

(iv) Reassure the buyer - Consumers need to believe that the product performs the job it's supposed to do - they won't forego product quality in the name of the environment. Comparative statement should be presented in a manner that makes the basis for the comparison sufficiently to deliver emotional benefit of ‘esteemed customer.’ In addition, the advertiser should be able to substantiate the comparison to remove skepticism.

(v) Consider pricing - If premium is being charged for a green product - and many environmentally preferable products cost more due to economies of scale and use of higher-quality ingredients - make sure that consumers can afford the premium and feel it's worth it. Many consumers, of course, cannot afford premiums for any type of product these days, much less greener ones, so this should be kept in mind to develop target audience and product specifications."

5. Conclusions and recommendations for further studies

There is scarce literature related to impact of green marketing of cell phone on consumer behaviour. An attempt has been made to combine green marketing with cell phone and thereby evolving relation of environmental cognition of cell phone customers with green marketing. It lays down the opportunities before the cell phone marketers in context of perceived greenness of cell phone.

This paper is based on literature review and conceptual in nature. Thus, more empirical grounded insights are needed to test the conceptual factors that ascertains gap between perceived greenness of cell phone and actual greenness, laying opportunity to study impact of green marketing of cell phone on consumer behaviour.

References Allenby, B.R. (2000), ‘‘The fallacy of ‘green technology’ ’’, The American Behavioral Scientist, Vol. 44 No. 2, pp. 213-28.

Bansal, P. and Roth, K. (2000), ‘‘Why companies go green: a model of ecological responsiveness’’, Academy of Management Journal, Vol. 43 No. 4, pp. 717-36.

Bhat, V.N. (1993), ‘‘Green marketing begins with green design’’, Journal of Business & Industrial Marketing, Vol. 8 No. 4, pp. 26Bohemia, E. and Harman, K. (2008), ‘‘Globalization and product design education: the global studio’’, Design Management Journal, Vol. 3 No. 2, pp. 53-68.

Charter, M. (1992), Greener Marketing: A Greener Marketing Approach to Business, Greenleaf Publishing, Sheffield.

Charter, M., Peattie, K., Ottman, J. and Polonsky, M. (2002), ‘‘Marketing and Sustainability’’, Association with the Centre for Sustainability Design, Centre for Business Relationships, Accountability, Sustainability and Society (BRASS), Cardiff.

Coddington, W. (1993), Environmental Marketing: Positive Strategies for Reaching the Green Consumer, McGraw-Hill, New York, NY.

Davis, J. (1991), ‘‘Blueprint for green marketing’’, Journal of Business Strategy, Vol. 12 No. 4, pp. 14-17.

Fisher, R.J., Maltz, E. and Jarowski, B.J. (1997), ‘‘Enhancing communication between marketing and engineering: the moderating role of relative functional identification’’, Journal of Marketing, Vol. 61 No. 3, pp. 54-70.

Fuller, D.A. (1999), Sustainable Marketing: Managerial-ecological Issues, Sage Publications, Thousand Oaks, CA.

Fuller, D.A. and Ottman, J.A. (2004), ‘‘Moderating unintended pollution: the role of sustainable product design’’, Journal of Business Research, Vol. 57, pp. 1231-8.

Ginsberg, J.M. and Bloom, P.N. (2004), ‘‘Choosing the right green marketing strategy’’, MIT Sloan Management Review, Vol. 46, pp. 79-84.

Conference papers © Knowledge Globalization Institute, Pune, India, 2012 Griffin, A. and Hauser, J.R. (1996), ‘‘Integrating R&D and marketing: a review and analysis of the literature’’, Journal of Product Innovation Management, Vol. 13 No. 3, pp. 191-215.

Kassaye, W.W. (2001), ‘‘Green dilemma’’, Marketing Intelligence & Planning, Vol 19, Nos. 6/7, pp. 444-55.

Lawrence, J. (1991), ‘‘The green revolution: mobil’’, Advertising Age, Vol. 62 No. 5, pp. 12-13.

Mathur, L.K. and Marhur, I. (2000), ‘‘An analysis of the wealth effects of green marketing strategies’’, Journal of Business Research, Vol, 50 No. 2, pp. 193-200.

Moenaert, R.K., De Meyer, A., Souder, W.E. and Deschoolmeester, D. (2003), ‘‘R&D/marketing communication during the fuzzy front-end’’, IEEE Transactions on Engineering Management, Vol. 42 No. 3, pp. 243-58.

Molla, A., Cooper, V., Deng, H. and Lukaitis, S. (2009), ‘‘A Preliminary report on green IT attitude and actions among Australian IT professionals’’, Green IT Working Paper No. 2/2009, School of Business Information Technology, RMIT University, Melbourne.

Ottman, J. (1997), Green Marketing: Opportunity for Innovation, 2nd ed., NTC Business Books, Chicago, IL.

Ottman, J. and Herbert, J. (1993), Green Marketing: Challenges & Opportunities for the New Marketing Age, NTC Business Books, Chicago, IL.

Ottman, J. and Terry, V. (1998), ‘‘Strategic marketing of greener products’’, The Journal of Sustainable Product Design, Vol. 5, pp. 53-7.

Peattie, K. (1999), ‘‘Trappings versus substance in the greening of marketing planning’’, Journal of Strategic Marketing, Vol. 7, pp. 131-48.

Peattie, K. (2001), ‘‘Towards sustainability: the third age of marketing’’, The Marketing Review, Vol. 2, pp. 129-46.

Peattie, K. and Crane, A. (2005), ‘‘Green marketing: legend, myth, farce or prophesy?’’, Qualitative Market Research, Vol. 8 No.

4, pp. 357-70.

JSIT Polonsky, M. (1994), ‘‘An introduction to green marketing’’, Electronic Green Journal, Vol. 1 No. 2, 11,4 pp. 1-10.

Polonsky, M.J. and Rosenberg, P.J., III (2001), ‘‘Reevaluating green marketing: a strategic approach’’, Business Horizons, Vol. 44 No. 5, pp. 21-30.

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5, pp. 120-34.

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Rivera-Camino, J. (2007), ‘‘Re-evaluating green marketing strategy: a stakeholder perspective’’, European Journal of Marketing, Vol. 41 Nos. 11/12, pp. 1328-58.

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Conference papers © Knowledge Globalization Institute, Pune, India, 2012 UNEP (2003), ‘‘United Nations Environment Programme, Division of Technology, Industry and Economics Production and Consumption Branch, Evaluation of Environmental Impacts in Life Cycle Assessment’’, Meeting Report, Brussels 1998 and Brighton 2000.

Nokia Environment Report 2000.

Green Marketing available at http://en.wikipedia.org/wiki/Green_marketing (accessed October30,2011) Henri Simula, Tuula Lehtima¨ki and Jari Salo(2009), “Managing greenness in technology marketing” Journal of Systems and Information Technology, Vol. 11 Iss: 4, pp.331 - 346 available at http://emeraldinsight.com/journals.htm?issn=1328volume=11&issue=4&articleid=1823702&show=html(accessed on November 1,2011) Patrick Hartmann and Vanessa Apaolaza Iba´n˜ez(2006),”Green Value added” Marketing Intelligence & Planning, Vol. 24 Iss: 7, pp.673 - 680 available at http://emeraldinsight.com/journals.htm?issn=0263volume=24&issue=7&articleid=1576174&show=html(accessed (October30,2011) Cellular news available at http://www.cellular-news.com/story/40112.php (accessed October31, 2011) Ottman, J. "The New Rules of Green Marketing" (Berrett-Koehler (U.S.), Greenleaf Publishing (U.K.), February 2011 UNEP (2007), ‘‘United nations environment programme. Life cycle management, a business guide to sustainability’’, available at: www.unep.fr/shared/docs/publications/LCM_guide.pdf? site¼lcinit&page_id¼F14E0563-6C63-4372-B82F-6F6B5786CCE3 (accessed 30October,2011).

This presentation will highlight research and relation in the areas of “Ethics, Corporate Responsibility and Sustainability”.

Author will give Voice to Values on: individual, values based approach to managing ethical issues in developing economies.

Main aim is on researching and focusing on corporate ethics issues and responsibility. Author will address ethics meaning seen from various perspective, impact of ethical issues and various ways to take proactive steps to avoid such issues with particular reference to research, practice and personal experience. The author would explore correlates of childhood, religion and social ways of embossing ethical values in human beings. Author will provide attitude requirement to ethically run Business, Approaches to Bring a Code of Corporate Ethics to Life. Moreover, this presentation will include perspectives on Ethics, Corporate Responsibility and Sustainability while providing related examples with reference of mythological history, great philosopher’s ethical code of conduct and how they are correlated. Finally, author will discuss current need for understanding ethics and importance to sustain it by everyone.

Keywords: Employee Engagement Tool, Code of conduct, Core Values.

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Ability to distinguish between the right and the wrong means ETHICS. Corporate Ethics is foundation of principles of integrity, fairness and spotlight on - Stakeholders and employees, Quality of product and services, Customer satisfaction, Community and Environment.Corporate Ethics is implemented to define the framework of the satisfactory behavior. It helps to pursue high standards of practice, generates benchmarks for self evaluation, and enhances sense of community. Ethics creates transparency in the business activities and fosters higher standards. It also helps to comply with government laws and norms.

Necessities for Ethics in Organization are Open Communication, Clear Dream or Vision, Ethical Teams to be formed and Commitment towards defined ethics. When we see any organization, there are varieties of people in it, with different backgrounds, mother tongues, thinking processes and so on and so forth. This list is vast. Consider an example of managing 5th standard class for an hour. For a teacher it would be easy but not for other professionals. Just think that when managing a same age group is difficult then how difficult it should be for an organization to manage diversified people.

Who is responsible for Creating Ethics in an Organization? The answer is “The creation of an ethical organizational culture lives with leaders and followers, leadership by nature demands that leaders be the front runners in establishing an ethical organizational culture”.

Supporting and grooming all individuals can be done very well when Organization defines its ethical values and firmly follows the same.

It’s necessary to keep all employees on one direction without affecting individuals own cultural values. Organization’s own ethical values should support this noble cause. When any conflict takes place ethical decisions should be taken on basis of impartial (Justice to all). In a country like India, where ethical values have been taught for generation it’s must to support individual cultural values.

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