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Ethical Aspects in Green Marketing; an Meta Analysis Approach Proceeding 7th International Seminar on Industrial Engineering and Management ISSN : 1978-774X ETHICAL ASPECTS IN GREEN MARKETING; AN META ANALYSIS APPROACH Erni Rusyani Pasundan University, Economic Faculty [email protected] ABSTRACT The environment's role in business is very important. Green marketing takes account of the wider relationship of the organization and its products to the surroundings. The prime emphasis is on, developing relationships and satisfying separate Stakeholders needs in an environmentally and socially responsible manner. The key stakeholders are customers, investors, parent company, directors, employees, the community, legislators, pressure groups, suppliers, and the media. Green marketing differs from its societal and ecological predecessors in it's intertwining of ecological and social concerns, in the breadth of the ecological agenda that it tackles, and in its potential application across all types and sectors of business. Green marketing goes beyond societal marketing in four key ways: (1) It is an open- ended rather than a long-term perspective, (2) It focuses more strongly on the natural environment., (3) It treats the environment as something which has an intrinsic value over and above its usefulness to society, (4) It focuses on global concerns rather than those of particular societies. Environmental ethics is concerned with the issue of responsible personal conduct with respect to natural landscapes, resources, species, and non-human organisms. Conduct with respect to persons is, of course, the direct concern of moral philosophy as such. In particular, a new environmental ethic may have to challenge four basic traditions: Anthropocentrism, Reductive Analysis, The Egocentric Perspective, The Fact/Value Gap. Environmentally-responsible or "green" marketing is a business practice that takes into account consumer concerns about promoting preservation and conservation of the natural environment. Green marketing campaigns highlight the superior environmental protection characteristics of a company's products and services, whether those benefits take the form of reduced waste in packaging, increased energy efficiency in product use, or decreased release of toxic emissions and other pollutants in production. According to the key elements we found that green marketing has good values in treats the environment in the business manner. So, this paper is to describe how green marketing related to the ethical aspects, especially environmental ethics. Further we try to identified how the green marketing and ethics could impact the business as shows in some reserachs Keywords : Green Marketing, Environmental ethics 1. INTRODUCTION been companies in the front-line sectors The environment's role in business is such as oil, chemicals, power and cars that very important. It is now widely accepted have gone beyond a reactive and tactical that societies, economies, and the approach to green issues. However, by early businesses within them need to find a more 1990s a shift away from a technical- sustainable path to for future development. compliance oriented approach towards a In the business world the vocabulary of more proactive green strategy orientation management was suddenly expanded by the was noticed. Companies were increasingly discussion of ‘green consumers', ‘green pursuing competitive advantage and product markets' and ‘green products' and the differentiation by increasing investment in practice of ‘environmental' or ‘green environmental marketing, green design and marketing'. For majority of the companies improving overall corporate eco- improving environmental performance has, performance. In addition to these externally until recently, been a question of legislative motivated changes, the realization is compliance and occasional reactions to dawning within industry that sustainability external events and pressures. It has only will not be reached simply by demand-pull Ethical Aspect in Green Marketing IM-30 (Erni Rusyani) Proceeding 7th International Seminar on Industrial Engineering and Management ISSN : 1978-774X from the market and compliance-push from organisms. Conduct with respect to persons the regulators. The changes that are needed is, of course, the direct concern of moral to safeguard the future of the environment philosophy as such. (Strictly speaking, and the economy must partly be driven from "environmental ethics" could be interpreted the business community, which means they more broadly to include questions of must proactively integrate eco-performance responsibility toward artificial environments, into the strategies, systems and cultures of but such an interpretation is not directly our the organization. Eg: Body Shop, Toyota, concern, and we will thus confine our etc. attention to matters of moral significance Green marketing takes account of the regarding natural environments). wider relationship of the organization and its "Moral responsibility" normally implies products to the surroundings. It is about a knowledge, capacity, choice, and value more aware, open, targeted and sensitive significance. That is to say, if a person is approach that integrates the strategic link morally responsible to do something, then between the company, the environment, and he (a) knows of this requirement, (b) is marketing, rather than being primarily capable of performing it, (c) can freely concerned with tactical communications choose whether or not to do it, and (d) the opportunities. The prime emphasis is on, performance thereof affects the welfare developing relationships and satisfying and/or liberty of other beings. Because one's separate Stakeholders needs in an response to these requirements reflects environmentally and socially responsible upon his value as a person, we say that this manner. The key stakeholders are response has "moral significance." This customers, investors, parent company, analysis of "moral responsibility" might help directors, employees, the community, to explain why "environmental ethics" has legislators, pressure groups, suppliers, and only recently attracted the attention and the media. Green marketing differs from its concern of moral philosophers. Quite simply, societal and ecological predecessors in it's until recently our effects upon the natural intertwining of ecological and social environment were regarded as morally concerns, in the breadth of the ecological neutral since nature, we assumed, was both agenda that it tackles, and in its potential impersonal and too vast to be injured by our application across all types and sectors of interventions, or else, at the very least, we business. Green marketing goes beyond were quite unable to foresee the harm societal marketing in four key ways: (1) It is resulting from our dealings with nature. Now, an open-ended rather than a long-term of course, we know better. We know that we perspective, (2) It focuses more strongly on can cause massive and permanent damage the natural environment., (3) It treats the to natural landscapes, resources and environment as something which has an ecosystems. Not only do we know that we intrinsic value over and above its usefulness can cause these insults, we also know how to society, (4) It focuses on global concerns we can cause them, and how we can rather than those of particular societies. prevent or remedy them. Knowing all this According to the key elements we found exacts a moral obligation to act with care, that green marketing has good values in foresight and, at times, with forbearance and treats the environment in the business constraint. In our dealings with the natural manner. So, this paper is to describe how environment, we are, in short, called upon to green marketing related to the ethical reflect, act, or perhaps to refrain from acting, aspects, especially environmental ethics. in a manner which testifies to our worth as Further we try to identified how the green persons and as a culture -- in a word, to marketing and ethics could impact the respond morally. business as shows in some reserachs. In particular, a new environmental ethic may have to challenge four basic traditions: 2. ENVIROMENTAL ETHICS a) Anthropocentrism. We are used to Environmental ethics is concerned with defining values and ethics with human the issue of responsible personal conduct beings in the center of our conceptual with respect to natural landscapes, scheme of things. Thus acts or policies resources, species, and non-human are viewed as "good" if they benefit Ethical Aspect in Green Marketing (Erni Rusyani) IM-31 Proceeding 7th International Seminar on Industrial Engineering and Management ISSN : 1978-774X human individuals or communities. (A conjectures about "the external world," more generous view would place non- "other minds," and so forth. It is not human but sentient creatures in the difficult to understand why, in such a suburbs of our moral concern). tradition of inquiry, there is a general Alternatively, other moral theories identify neglect of the question of man's moral as "good" those acts and policies that are responsibility of nature. The ecologist, as motivated by a respect for the "dignity of we well know, conceives of "nature" as a personhood" of human beings. "Lesser complicated system of interacting parts. beings" and nature itself does not, in this Such a concept is hopelessly out of reach view, share such "dignity." The ecological of a methodology which "begins" with moralist, on the contrary, is more inclined "immediate" subjective experience and to view
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