should green management be a core subject

8/8/2019 Should Green Management Be a Core Subject

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1 Student ² MBA Department, Sahyadri College of Engineering and Management,Mangalore, Karnataka.

E-mail: [email protected] Contact No.: +91-9844812891

2 Student² MBA Department, Sahyadri College of Engineering and Management,Mangalore, Karnataka.

E-mail: [email protected] , Contact No.: +91-9964836614



Contents

Introduction

Objectives

Methodology & Limitations

Literature Review

Analysis

Findings

Conclusion



Introduction

The last two decades we have witnessed rapid increase in worldwideenvironmental consciousness due to rising evidence of environmental problems.

Indian consumers are just at the stage of green awakening.

Since the 1970s, periodic calls have been made for incorporation of

sustainability issues into marketing and other business courses.

Now more than ever, we need to prepare students for Careers in the green

economy.

There are strong links between sustainable business, green citizens/consumers,

and the role of colleges and universities.

Tomorrow's managers and leaders can be trained to adopt a more sustainable

model of business.

As society itself seems to be reaching a ´tipping pointµ ´An Inconvenient Truthµ)

of environmental awareness .



Objectives

To know the willingness of the MBA students to

adopt Green Management as core subject.

To know whether the students are ready to adopt

Green Management in their curriculum.



Methodology & Limitations

Methodology:

The validity of any research is basically dependent on the systematic method of data

collection and analysis. Primary data was used for the present study. The primary

data was collected from 60 sample respondents from Mangalore City. Convenience

sampling method was used.

Limitations:

1. The study was restricted to Mangalore city only.

2. The sample of 60 makes it difficult to generalize the results

3. The data was obtained through questionnaire and it has its own limitations.



Literature Review

Pe attie (1995). Defines green marketing management as ́ the holistic managementprocess responsible for identifying, anticipating and satisfying the requirements of

customers and society, in a profitable and sustainable wayµ.

Bridg e s, C., & W ilh e lm , W.B . (2008).Teaching sustainable marketing practices

requires that curricula advocate a ´triple bottom lineµ.

N ew York Tim e s One of the benefits of teaching a Green Marketing course at this

particular time in history is the abundance of pertinent resources, including

websites, articles, and videos, and the availability of guest speakers.



Analysis

According to Klein, although the generally accepted value of 0.8is

appropriate for cognitive tests such as intelligence tests, for ability tests a

cutoff point of 0.7 if more suitable. He goes onto say that when dealing with

psychological constructs values below even 0.7 can, realistically, be

expected because of the diversity of the constructs being measured.

Reliability Statistics:Reliability Statistics

Cronbach's Alpha N of Items

.732 9



Sl no StatementResponses

X2

SD D N A SA

1 I feel there is lack of Green EducationF - 5 12 31 12

24.93

% - 8.3 20.0 51.7 20.0

2I feel Green Education at School Level Should be

introduced

F - 1 9 21 2930.93

% - 1.7 15.0 35.0 48.3

3The concept of sustainability by corporate companies is

used quite often

F - 2 29 25 430.07

% - 3.3 48.3 41.7 6.7

4As a responsible citizen I should know about Green

Management

F - 2 2 25 3146.27

% - 3.3 3.3 41.7 51.7

5 To get Green Collar jobs Green Education is ImportantF 2 2 19 25 12

34.83

% 3.3 3.3 31.7 41.7 20.0

6I feel Green Management should be core subject in a

curriculum

F - 9 17 31 329.33

% - 15.0 28.3 51.7 5.0

7 Studying about Green Products and its impact will helpus to discharge societal responsibility

F 1 3 14 32 10 50.83

% 1.7 5.0 23.3 53.3 16.7

8

Green Management course will help me in

differentiating between true Green Promises made by

Corporate

F - 2 13 37 8

47.07

% - 3.3 21.7 61.7 13.3

9Adopting Green Education will fetch me a bright future

in the Corporate scenario

F - 5 17 30 825.20

% - 8.3 28.3 50.0 13.3



ANOVA

Variable Mean S.DTest

statisticsSignificance

GenderMale 34.03 4.88

F=1.299 .259Female 35.22 2.62

Qualification

Commerce 34.60 3.75

F=1.515 .228Science 33.00 5.87

Arts 36.67 1.97

Secured percentage

Distinction 34.87 2.45

F= 0.148 0.863

First Class 34.62 4.06

Second Class 34.00 5.745

Pass Class 34.57 4.04

Knowledge of

subject related

environment

Yes 34.69 4.19

F= 0.262 0.611

No 34.00 3.38



Findings It is evident from above analysis that Students have positive attitude towards green

Management being a core subject in MBA Program. By this we can accept theabove hypothesis - ¶¶Students have positive attitude towards Green

Management being a core Subject in MBA Program·.

Both male and female respondents had positive attitude towards green

marketing, there was no difference.

From the mean values it is evident that respondents from the Arts stream showed

most favorable attitude followed by the ones from commerce and science field.

Mean values clearly revealed that respondents with distinction, first class and pass

class showed more favorable attitude towards Green Management being a core

Subject in MBA Program compared to the ones who secured second class.

Mean scores revealed that most of the respondents had favorable attitude towards

having learnt subject related environment in their earlier classes.



Conclusion In general, green Management still has a long road to travel in both research and practice.

Probably one of the most critical issues in green management is the reduced individual benefit

perceived by most Students.

Taking up this green management course will definitely increase the level of awareness the

students have about environmental problems and would educate them on how can they make a

difference. Green products and the marketing of these products are only going to increase

with time, and we believe that green products are going to become more of a main stream in

the next several years.

Sustainability can be introduced into the Marketing curriculum by offering a Modest but

enjoyable Green Marketing seminar like the one described in this paper.



Continued..

´In a special manner the universities or the educational institutions have the contact with the

younger generation needed to reorient the human community toward a greater awareness that the

human exists, survives, and becomes whole only within the s ingle great community of the planet

Earth.µ (Berry, 1999, p. 80), this clearly indicates the future of the nation is now vested in these

educational institutes and if trained and groomed in a perfect way this would lead to a new life to

our planet earth. Allowing for social desirability bias, it appears that students· environmental

consciousness will definitely raise and that they will also realize the importance of individual

actions when they have enough knowledge of the green management concept.

Even while attempting to become more sustainable consumers, the students would meet and enjoy

the challenges of forming new attitudes and habits, and would learn to save money in the process.



Every little change makes a difference and in a

world where everyone is affected by the

Environment, it is crucial to make these

changes.¶



References

Berry, T. (1999). The Great Work: Our Way into the Future. New York, NY: Bell Tower.

Bridges, C., & Wilhelm, W.B. (2008). Going beyond green: The why and how of integrating

sustainability into the marketing curriculum. Journal of Marketing Education, 30 (1), 33 46.

Ken Peattie (1995) - Towards Sustainability: The Third Age of Green Marketing, Source: The

Marketing Review, Volume 2, Number 2. pp. 129-146(18), Publisher: Westburn Publishers Ltd.

Mintu, A.T., & Lozada, H. R. (1993). Green marketing education: A call for action. Marketing

Education Review , 3 (Fall), 17-23

Ottman, J. A. (1998). Green marketing: Opportunity for innovation, 2nd edition, Booksurge

Polonsky, Michael Jay. 1994a. "Green Marketing Regulation in the US and Australia: The Australian

Checklist." Greener Management International 5: 44-53.



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should green management be a core subject

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