Volume 7 Issue 1 January - December 2020 ISSN 2393-9451 Contents 1. An Appraisal Of Prominent Green Marketing 3-13 Communication Themes As Part Of Green marketing Strategies 2. A Study On Impact Of Nursing Staff Turnover On Hospital 14-27 Efficiency At A Trust-Based Hospital, Vadodara 3. A Study On The Importance Of Black Swans And Var 28-39 4. An HR Manager Confronting Challenge Of Change 40-52 (Case Study On Employee Attendance Management) 5. Job Satisfaction Among Employees With Chronic Illness And 53-65 Resultant Work Disability: Effect Of Employer Related Variables 6. Blockchain Solution For Third Party Administrator Process 66-70 In Health Insurance Medical Claims 7. Cluster Development Of MSME Sector In India: 71-76 An Inter-State Analysis 8. Shareholders’ Value Creation In The Sun Pharma-Ranbaxy 77-86 Merger: An Event Study 9. Efficiency Of Indian Stock Market- A Study Of Existence Of 87-98 Arbitrage Gains Through Put Call Parity 10. Electronic Word Of Mouth And Eloquence: 99-104 An Analysis Of Reviews In Hospitality Sector IITM Journal of Business Studies 1 Volume 7 Issue 1 January - December 2020 ISSN 2393-9451 11. Employee Participation In Decision Making And 105-117 Employee Job Satisfaction: The Moderating Role Of Emotional Intelligence 12. Evolving A Pshycometric Instrument To Measure 118-126 Work Life Balance 13. Financial Literacy Leads To Development: 127-140 Mediating Role Of Financial Inclusion, An Empirical Study 14. Flu-Conomics And Its Impact Globally With Special 141-148 Study How To Overstrip From This Grim For India 15. GDS Xerox: Addressing The Right Segment 149-154 16. GST In India: Problems And Prospects 155-161 17. Impact Of Demographic Variables On The Customers’ 162-171 Choice Of Different Modes Of Banking Transactions In Odisha 18. Impact Of Working Capital Management On Firm’s 172-179 Profitability: A Study Of Numaligarh Refinery Ltd., India 19. Importance Of Retail Display In Impulse Buying Decision 180-187 20. Measuring Productivity In It Sector Companies Included 188-200 In Nifty 50: An Empirical Study 21. Moderating Effect Of Age And Gender On Learned 201-207 Helplessness And Job Attitude Relationship 22. Role Of Service Quality In Customer Satisfaction: 208-220 A Comparative Analysis Of Private And Public Sector Banks In India 23. Strategic Planning In Financial Sectors Of Tanzania 221-232 24. Book Review 233-235 2 IITM Journal of Business Studies AN APPRAISAL OF PROMINENT GREEN MARKETING COMMUNICATION THEMES AS PART OF GREEN MARKETING STRATEGIES -Pradeep Kumar Singh, Research scholar -Devendra Prasad Pathak, Court Manager High Court of Judicature at Allahabad, Ex Assistant Professor, Shambhunath Institute of Management -DR. Murad Ali, Head, Department of Business Studies, V.B.S. Purvanchal University, Jaunpur ABSTRACT INTRODUCTIONS The present research is an attempt to understand The deterioration of the environment and the role of “green” in the context of green the ecosystem in the modern era can be marketing communications that can influence hugely attributed to the growth of the global the green buying decisions of people. The economy. The indiscriminate consumption existing research in this area has been examined and overutilization of natural resources has to identify the major thrust areas that the deteriorated the delicate equilibrium of firms adhering to green marketing strategies our environment which has led to several are emphasizing to influence their customers. undesirable consequences for us alike. For An investigative framework comprising of instance, the greenhouse effect induced by prime theme of advertisements of such firms humans by burning fossil fuels has posed a is created that identifies and classifies various great health hazard around the world (Krause, stakeholders, potentially impacted through the 1993; Easterling et al., 1996) and humans are environmentally friendly effort of a firm. It was now getting more and more concerned about the environment like never before. observed that the customers that are sensitised The consumers are getting increasingly worried to the green buying in the area of Prayagraj, about the impact of their demands and do notice the message of the advertisement and consumption on the environment. An exemplar carry difference in opinions on the impact of swing in the awareness and attitude of consumers such green marketing communications but the towards the greenness has put the pressure back reflection in their buying preferences are not on the businesses to embrace more sustainable consistent with their opinions. and green practices (Singh, 2013), (Dzung et Keywords: Green Marketing, Marketing al,. 2013). It has been observed that a sizeable Communications, Green Buying Behaviour. number of customers actually like to avoid the IITM Journal of Business Studies 3 Volume 7 Issue 1 January - December 2020 ISSN 2393-9451 produce from those companies that pollute the plastic waste and claims that their produce, a environment. The shareholders, employees, synthetic yarn is not only qualitatively better partners and governments (regulations) have than its competitors but also gives them a cost also prompted the companies towards adopting advantage), it is often believed that subscribing greener means. to a green marketing effort or adopting such What started as compulsions and pressures strategies is a critical financial decision for a initially has soon become the positioning firm. In many cases operational cost increases strategy for many firms. Management of the which need to be covered up by the willingness business houses was internally motivated to of the customers to pay. Therefore the marketer adopt the manufacturing process and products needs to heavily bank upon the market research that were environmentally sustainable and to understand what factors would govern the compatible and projected themselves as the awareness, attitude and the willingness of champions for the cause (Sachdev & Mahna, customers to pay for greener products and to 2014). Especially in India, larger corporates what extent they would stretch to pay more so like Suzlon, Tata, Amul, ITC, Hero Honda, that they may design their marketing efforts Wipro, Infosys, Dabur India, HUL, Maruthi, effectively. This study will primarily explore the Godrej, BSA, LG Electronics and many extent to which marketing communication can more corporates now realize that they have fetch the attention of a customer and elicit a to capture going green new market. They favourable buying behaviour. deliver environmentally friend products that are superior in some way to their conventional LITERATURE REVIEW counterparts. They have analyzed the unique segment of people who were conscious of their Though, the American Marketing Association environment and started targeting them with (AMA) held its first Workshop on Ecological their greener strategies and products. Marketing as early as in 1975 but the tangible To qualify as a green product, a product or milestone that appeared for the first time in service has to be environment-friendly in the subject were in the form of two books itself or produced and/or packaged in an on Green Marketing, the first by Ken Peattie environmentally-friendly way (Singh, 2013). (1992) and the other one by Jacquelyn Ottman The marketing efforts associated with such (1993). Following the work of these authors, product and process can be summed up as green many papers frequently started coming up in marketing process. According to Shamdasami several journals. Researchers have contributed et al., (1993), the green product will not pollute to the literature on different aspects of the the earth, or deplore scarce resources; they will green marketing. Some were focused on the be recycled or conserved. "Eco-friendly" refers Consumers preferences and behaviour while to any product or service that is not harmful to others were on devising appropriate green the atmosphere or surroundings. marketing strategies. Barring a few cases, like Recron India Pvt Ltd. (a Roome &Hinnells (2007) provided a study that company that produces products from recycled companies are required to provide the extensive 4 IITM Journal of Business Studies Volume 7 Issue 1 January - December 2020 ISSN 2393-9451 details to prove its existence and the merits of Implementation of Environment Protection green products which are to be consumed by the Act in India was ensued in 1986 and it was buyers with various methods and tools as well for audited in 1992. Capital of India, New Delhi combined marketing conversation because the was declared to be the most polluted place concept and information of the advertisement before the intervention of Supreme court in this of the product differs from usual advertisement. direction to emphasize on using alternative fuel Marketing of green products with adaptation such as CNG in all public transport system to of novel and innovative ways to maintain and bring fall in pollution in 2002. Interesting area in long standing the existence of the companies is green consumer behaviour came in light as post significant from the viewpoint of sustaining the purchase behaviour in disposing of the product. development. Ascending concern towards the A recycle program of the green initiatives to down fall of environment has been exhibited dispose off the waste electronic items such as by the companies and this caused product phones was launched by Nokia with a view development management to remain attentive of protection of environment. True value car and focused towards it. The high concern for market concept was started first by Maruti the environment left an effective impression on car manufacturer and then onwards, the same the corporate guild. concept was followed by other manufacturers. Chamorro & Benegil (2006) went across the Welling and Chavan (2010) reported a survey in perusal about the firms in Spain to distinguish which Air Jordan shoes were launched first time whether the firms have truly committed under the theme of green marketing by Nike towards the protection of environment and being one of the most popular shoe companies comprehended the green marketing to be an claiming the reduction of the use of harmful activity or philosophy.