Greater Awareness Key to Usage of Green Products: Brahmmanand Sharma
Brahmmanand Sharma, a senior faculty at Prestige Institute of Management, Gwalior (India) strongly believes that green products are essential for sustainability. However, in Indian context, the incidence of purchase and usage of green products is significantly low. In an interview with Srirang K Jha, he observed that greater awareness can lead to increased usage of green products. Edited excerpts from the interview:
Please share your experience of using green products? In case you have not used any green product, what could be the possible reasons?
I am very happy to use green product because it saves our environment and ecosystem. In fact, the green products do not harm the planet earth in any way…
In your opinion, what are the attributes of green products?
Energy and water conservation, efficient use of materials, responsible sourcing, and environmental sustainability are some of the attributes of green products. Besides, green products are generally reusable and recyclable. A product is called green when its life-cycle environmental impacts are lower than those of the benchmark.
In your view, what are the benefits of green products?
Green products bring a lot of benefits such as conservation of energy, preservation of environment, and minimal use of natural resources. Also, green products hardly need maintenance. At the same time, they are good for health.
What, according to you, are the weaknesses of the green products?
Eco-friendly products cannot completely replace the non-biodegradable products. There are many applications where non-biodegradable substances like plastic are more suitable for molding/designing purposes. The hygienic standards of the eco-friendly products are not always apt, for example, usage of earthen pots to drink tea instead of cups is debatable in terms of hygienic standards.
In your opinion, what are the factors that discourage people from buying or using green products?
People are discouraged from buying green products due to such factors as high price tags, lesser perceived benefits, and unavailability. Retailers do not provide significant shelf-space to green products. As a result, on several occasions, the consumers remain unaware about availability of such products. Also, majority of people in India live in rural and semi-urban area. They are highly price sensitive. So, they will go for cheaper products even if they cause a little harm to environment.
What, according to you, can motivates people to buy and use green products?
Eco-friendly behaviour, awareness about eco-system, concern about natural environment and even some religious values can motivate people to buy and use green products.
In your view, what should the manufacturers do to promote green products?
Green marketing is critical for companies; this can reduce the prevalence of greenwashing and lead to greater profits and consumer patronage. Companies that demonstrate their honesty and genuine concern for the environment will be held in high regard by the public. Further, the companies can also invest in green design, green positioning, green pricing, green logistics, and green disposal. Here green denotes eco-friendly and sustainable ways.
In your opinion, what should the government do to promote green products?
The Government should create greater expectations that consumers, investors, and company managers consider the environment in their decision making. Moreover, it should frame the policies in a way that invites corporate-wide interest to promote green products. The government may also consider establishing a mandatory environmental product label policy. It should promote the use of environmental audits to help companies diffuse green production practices throughout their organizations. The government can come forward to develop an approved “template” and encourage companies to use it in their voluntary environmental reporting.
What, according to you, should the communities do to promote green products?
Every community should present opportunities to partake in eco-conscious volunteering activities. People can be urged to seek out causes that align with sustainable aims. However, the initiative should begin from one’s own home and spread in the entire community. Collectively, people can compel the elected representatives to bring in policy changes conducive for promotion of green products.