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International Journal of Mechanical Engineering and (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

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, 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

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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 (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 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 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 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 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 . 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, 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 used. The requirement of sustainable development is meet by „sustainable marketing‟ which is defined as the technology endeavors that are both competitive and environmentally sustainable (Polonsky et al., 1997). Certainly, marketing‟s role in the development progression is well acknowledged (Kinsey, 1982; Riley et al, 1983; Dholakia, 1984; Carter 1986; Kotler, 1986). In order to meet the challenge of both trade and

http://iaeme.com/Home/journal/IJMET 1089 [email protected] Biswajit Das, Surya Narayan Mishra and Bhubaneswari Bisoyi industry growth with an ecological safeguard for sustainable development, many companies have adopted green technology strategies. The green technology strategies employed by the different organization are; green technology mix strategies, logistics strategies, changing consumers‟ consumption towards green products and adopting orientation towards eco- Technology (Polonsky et al, 1997; Ottman, 1997; Willum, 1998; Charter et al, 1999). The major focus of green technology is to develop and formulate strategies for undertaking technological actions at the same time protecting the environment. On the other hand sustainable development stipulates with the purpose of providing the in the same state as innate by the preceding generations. This calls for the safeguard and development of the surrounding. Hence, green technology along with other factors act as an independent variable and the dependent variable defined in this context is sustainable development. The relationship between green technology and sustainable development has been explained in the conceptual framework illustrated in Fig.1. The framework exemplifies all the variables that contribute to the environmental concerns faced in today‟s world. The figure mentioned above shows the importance of green technology for providing a solution to address the issues raised by environmental problems. The strategies employed by green technology will result in improvising organization performance and better physical environment leading to sustainable development.

3.4. Review of Literature on Green Technology Strategies for Sustainable Development The reason behind this section is to study the literature based on the development of green technology strategies that are implemented by the various organization for resolving numerous environmental issues such as depletion of ozone layer, acid rainfall, increase in and other issues to attain sustainable development (Chandler, 1990). It has been observed in the few decades that attaining sustaining development in both production and industrial sector requires a radical change in the entire process (Ottman, 1997). Therefore, it has been suggested by many researchers to formulate green technology strategies to face the challenges of sustainability. These strategies for the purpose of this paper are divided into two categories: technology mix strategies and general strategies.

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Organization

Conventional Conventional Conventional Conventional Conventional Conventional Other Finances & Production General Marketing Human Variables Processes & Management Resources R&D Account Technology

Environmental concerns today  Global warning Macro environment   Economic Depletion of vital natural resource  Individuals  Socio-cultural Industrial   Technological Deserts consuming agricultural lands  Demographic  Industrial pollution  Political, legal  Disappearance of rain forest and animals  Hazardous waste  Land fills

Other Business and Green Technology strategies Individual Intervention Functional Areas  Green product strategies Strategies  Green pricing strategies  Green promotion strategies  Green consumption  Green probe strategies (Technology information system)

Organizational Performance Quality physical environment  Market share  Reduced air &  Customer satisfaction  Conservation of usual  Competitive advantage resources & animals  Profitability  More energy reservoirs  Positive Company  Reduced raw material usage image  Other improvements

Sustainable Development

 Constant natural capital stock  Constant manmade capital stock

Figure 1 Conceptual Framework of Green Technology and Sustainable Development Source: Own Compilation, 2018

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4. GREEN TECHNOLOGY STRATEGIES At this point, when businesses are considering incorporating green products, organizations intend to get choosy about the green technology strategy they would consider for penetrating into the market and to expand their market share. Therefore, the 4Ps (product, price, place, and promotion) of green technology have been used for defending against the challenges in the market. The green technology is considered as a creative way of dealing with such problems. The green technology as cited by (Darling, Heller, and Tablada, 2009). Green Product Strategy: Based on the need and requirement of the consumers there has been significant changes implemented by companies for modifying their product as per the requirement of consumers. Therefore, companies desire to produce a product that is environment-friendly. Environment-friendly products tend to conserve natural resources and reduce pollution of the atmosphere. As these green products can be manufactured by and reuse of product that has been used before. The role of marketers is to design and inform its organization about the present need of consumers that for green products traits such as organic, reusable materials, energy saving, less harmful chemicals used in cosmetic, personal care products, etc (Sharma and Joshi, 2016). Green Pricing Strategies: It has been considered as the most sensitive and critical factor among all the green marketing mix. It is always observed that consumers are very responsive towards change in pricing of the products and this instantly affects their purchasing decision (Davari and Strutton, 2014). Most of the consumers may have a willingness to pay a higher price for green product based on the additional value they get compared to the conventional product. It is essential for green technology to give importance into visual appeal, flavor, design, and performance while charging a premium price from the clients (Sharma and Joshi, 2016). Availability of Green Product: This component of green Technology mix deals with the distribution gates used by marketers for dealing with green products which are suitable for the consumers. The effect from marketers end is to encourage customer‟s convenience and reassuring them for the availability of green product (Govender, 2016).The distribution system of the green product consists of two distinct aspects which are defined as inner and outer. The inner viewpoint is meant to the internal environment of the company that ought to be a mark in which superiors and agents have a sense of passivity (Martin and Schouten, 2012). Because of the pleasant and satisfactory behaviour of the workforce, consumers appear to be moved by it. The outward aspect is defined as the place of availability for green product, technology and services (Bisoyi and Das, 2015; Sudhalakshmi and Chinnadorai, 2014). Green Promotion Strategies: The major medium of spreading awareness among consumers is through environmental advertisement of green products (Munuswamy and Gopal, 2016). This refers to transmitting true information about the product in a manner that does not hurt the acquisitive and good consumers' money. It is critical for companies to advertise their products in an approach that avoids any misleading information about the products. According to Dua (2013) scheming the tools of advertising are what the green promotion comprises of. More awareness is created among individuals of green claims and promotion; the more individuals are showing an inclination towards purchasing an green product. Most of the consumers are psychologically inclined towards advertisement that reveals the commitment by a company to its environment. At the point when an organization communicates this all the way through their advertisements, encroachments, public relations, and corporate social obligations, they are certain to get a numerous number of loyal clients (Garg, 2015).

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4.1. Green Consumer Behaviour In the contemporary times, there has been an increase in manufacturing and delivering of green products such as biodegradable products, energy efficient products such LED lights, solar products and organic food (Bisoyi and Das, 2017). But on the whole, benefits achieved by using green product have been outpaced by green consumption pattern of the consumer (Midden, Kaiser, and McCalley, 2007).This acts as a convincing inspiration to realize that customers are showing positive purchase behaviour for an greenproduct. It is noticeable that there is a class of consumer who is more concern towards matter related to the environment and they implement this in their purchase decision (Laroche, Bergeron, and Farleo, 2001).

5. CONCLUSIONS This research article is based on the research papers and books covering the relevant aspects highlighting the views of different authors to provide an overall picture of the concepts and opinions, necessary to give an in-depth insight. Green Technology is important for green products and brand that are environmentally safe to use. This builds the basis for analyzing the questions of the research. Finally, this research paper provides a review of successful theories and supports for identifying the factors that have to influence green technology for sustainable development. This research work provides some guidance for developing the conceptual model for interlinking green technology with sustainable development for the betterment of society.

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