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Green Technology for Attaining Environmental Safety and Sustainable Development

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Green Technology for Attaining Environmental Safety and Sustainable Development International Journal of Mechanical Engineering and Technology (IJMET) Volume 9, Issue 3, March 2018, pp. 1087–1094, Article ID: IJMET_09_03_113 Available online at http://iaeme.com/Home/issue/IJMET?Volume=9&Issue=3 ISSN Print: 0976-6340 and ISSN Online: 0976-6359 © IAEME Publication Scopus Indexed GREEN TECHNOLOGY FOR ATTAINING ENVIRONMENTAL SAFETY AND SUSTAINABLE DEVELOPMENT Biswajit Das Professor, School of Management, Kalinga Institute of Industrial Technology, (Deemed University), Bhubaneswar, India Surya Narayan Mishra Assistant Professor, School of Management, Kalinga Institute of Industrial Technology, (Deemed University), Bhubaneswar, India Bhubaneswari Bisoyi Research Scholar, School of Management, Kalinga Institute of Industrial Technology, (Deemed University), Bhubaneswar, India ABSTRACT This research paper focuses on the concept of green technology that has emerged from the point of distress developed due to ecological imbalance. Therefore, environmental protection has become a key concern worldwide. It is caused by the prevailing ecological difficulties. The range of studies that have been included in green technology is to design, modify, and transform products towards sustainable development. This also includes modification in the production method, packaging process, and promotional activity to create environmental consciousness among consumers. Today, the focus of our society is to attain sustainable development in all aspects. The research paper reviews the literature based on the green technology intercession approach and sustainable development for solving environmental issues in the present scenario. This comprises of ecological well being by virtue of socio- economic needs through environment-friendly product and methods for the present and future generation. It makes an effort for interlinking green technology with sustainable development for environmental safety. Key words: Green Technology, Sustainable Development, Environmental Safety, Green Product. Cite this Article: Biswajit Das, Surya Narayan Mishra and Bhubaneswari Bisoyi, Green Technology for Attaining Environmental Safety and Sustainable Development, International Journal of Mechanical Engineering and Technology 9(3), 2018, pp. 1087–1094. http://iaeme.com/Home/issue/IJMET?Volume=9&Issue=3 http://iaeme.com/Home/journal/IJMET 1087 [email protected] Biswajit Das, Surya Narayan Mishra and Bhubaneswari Bisoyi 1. INTRODUCTION The term green technology and envirotech are seen as elements of innovative green supply and value chain process. The progress in green Technology shall direct towards sustainable performance without changing our traditional ideas of technology practices. The approach to environmental, eco-technology and green technology belongs to the cluster which addresses the gap between the traditional method and the ecological reliability of the environment. The concern towards the environment in combination with technology management has gradually been surfaced as green technology. The core and indispensable element of green technology are sustainability (Charter, 1992). The green approach towards utilization and production comprises of deriving pleasure from the present standard of living without destroying the future standards as preached by McDonagh and Prothero, 1998. The term environmentalism has rapidly turned out to be a global phenomenon. The impact of environmental challenges has been accepted as an opportunity by manufacturing and production industry. This opportunity is converted to profitability by implementing green technology strategies. Social challenges coming up due to environmental problems have now been transferred to technology problems. Sustainability is societal objective, once attained will practically transform everyone‟s behaviour (Van Dam and Apeldoorn, 1996). The positivity of adapting green technology is increasing among Indian consumers. Therefore, the concept of green technology is not new to the business organization. Several companies have acknowledged their accountability and responsibility towards protecting the environment. The conception of “go green” has been introduced by companies by producing greenproducts and adapting production process that adds towards minimizing pollution and built profitability at the same time (Hart, 1997). The activities executed by companies that are addressing the environmental problems and satisfying consumer need by delivering greenare termed as green technology (Soonthonsmai, 2007). 2. RATIONALE OF THE PAPER The rationale behind this research paper is to reassess the technology responses to ecological apprehensions faced in today‟s scenario through the intervention of green technology strategy for attaining sustainable development. The area of focus for this research paper is confined to the green technology discipline. 3. GREEN TECHNOLOGY Green Technology is inevitable and it is the need of the hour (Peattie, 1992; Pierre and Prothero, 1997; Groth, 1998). It refers to the process of manufacturing products with minimal impact on the surroundings. Green technology has developed as an essential concept in India as well as in other developing countries and is viewed as an imperative approach to facilitate sustainable development. Thus manufacturers have become more eco-oriented and produce products that are environmental-friendly which might result in increasing their market share and would increase the value of the green image of the company in society. Marketers today use innumerable terms to convey the green value of their products and services. They also use green as an umbrella term to define anything that is natural, recyclable and not detrimental to the environment and the earth. Consumers‟ spending patterns and also their demand for green products has been growing rapidly over the past few decades. It has also enhanced curiosity among the consumers‟ to understand the originality of green product. Companies need to take advantage of these opportunities to “prove” the greenness of their products and quality as compared with other products. Today‟s marketers have understood the http://iaeme.com/Home/journal/IJMET 1088 [email protected] Green Technology for Attaining Environmental Safety and Sustainable Development importance of environmental management as a strategic tool that reduces environmental hazards and develops the business opportunity. Our society has become more composite with the ecological contamination and corrupt industry practices. Both customers and companies are concerned with the preservation of the environment. As a consequence, there is a shift in the purchase behaviour of an individual. Hence, preference has shifted towards products which are environmentally friendly as compared with conventional products (Amatriaín and Diamond, 2005).This transformation has made a business organization to address society‟s “new” concern. Organizations are now aware of the fact that only by mere adopting green technology strategy at the core they cannot survive in the present competitive era. But sustainability, in the long run, needs to be monitored. 3.1. Sustainable Development Sustainable development is one of the most fundamental and crucial issues of countries all across the globe. Despite the fact that the focus on sustainable development is of recent years The United Nations in 1987 published their report on research work carried out by analyzing the impact of growth on the environment and this report was titled as the Brundtland Report. This report defines sustainable advancement as a procedure for the purpose of mitigating the wants of the present without compromising the ability of future generations to meet their requirement. Ever since the report was issued by the United Nations, industry practice has cuddled the concept that sustainability originated from focusing on the triple bottom line. A triple bottom line is a holistic approach for attaining sustainability through the incorporation of three dimensions that are environment, society, and economy. 3.2. Components of Sustainable Development According to Pearce et al., (1994) the components of sustainable development have been unfolded as natural constant capital stock and man-made built-in constant capital stock. The term natural capital stock consists of reserve of all ecological and renewable resources. Whereas, the term man-made built includes capital machines and infrastructures such as buildings, motorways along with the stock of knowledge and talent or human capital. 3.3. Green Technology and Sustainable Development Green Technology is one important concept which marketers are using these days as a key strategy for sustainable development. This research focuses on the concept of sustainability from a technology point of view. In this context, the researcher has presented a theoretical framework of sustainability in terms of marketing, meaning, and definition of green marketing. Nevertheless, its evolution, product life cycle is the reasons for adoption of green technology by firms. The terms that today‟s‟ consumers link with green technology are eco- friendly, reusable, recyclable, low carbon emission, energy saving. The very concept of green technologyevolved as a research topic in the late 1970s. During this period the first ever workshop was organized by the American TechnologyAssociation on „Ecological Marketing‟ in 1975. Thereafter, Henion and Kinnear in 1976 released their first book on „Ecological Marketing'. In accordance to this research paper meaning coined by Polonsky‟s has been
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