A Study of Green Marketing Practices in the Selected Ayurvedic Resorts of Kerala

A Study of Green Marketing Practices in the Selected Ayurvedic Resorts of Kerala

Sheeba Hamid (Aligarh Muslim University, India) and Syed Talha Jameel (Aligarh Muslim University, India)
Copyright: © 2020 |Pages: 12
DOI: 10.4018/978-1-5225-9787-2.ch010

Abstract

Ayurveda is a unique system of healthcare with more than 5000 years of history. It is presumed that Ayurveda is one of the oldest scientific ways of keeping, promoting, and conserving a healthy life. The various natural ingredients that are used in Ayurvedic therapy are of great medical value as is described in the Vedic literature on Ayurveda. The Ayurveda's history laid down the instructions of maintaining healthy lifespan as well as fighting against illness by different types of therapies like massages, diet control, herbal medicines, and exercises. Nowadays, green marketing is a rapidly growing concept, and consumers are willing to pay more for green products. Green marketing affects all areas of the economy. It does protect not only the environment but also creates a new market and job opportunities. The study is focused on the concept of Ayurveda especially in the resorts of Kerala. The majority of consumers have felt that their actions had a proportional impact on the environment.
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Introduction

The new concept that has arrived in India is Ayurveda tourism. Ayurveda is one of the oldest forms of treatment, which is known as the Vedic system of medicine. It has worldwide recognition. In Sanskrit literature, Ayu means life and Veda means traditional knowledge or science Ayurveda means the science of life. It is a unique system of healthcare with more than 5000 years of history. It is presumed that Ayurveda is the scientific way of promoting, keeping and conserving a healthy life. Ayurveda is not only about the physical health of an individual, but it is a medical therapy that assures overall wellness. The various natural ingredients that are used in the therapy are of great medicinal value as is described in the Vedic literature on Ayurveda. The Ayurveda's history laid down the instructions of maintaining healthy lifespan as well as fighting against illness by different types of therapies like massages, diet control, herbal medicines, and exercises. Removal of toxic and harmful elements from the different parts of the body is the primary function of the ayurvedic treatment. Human body system gets purified when the unwanted items are removed from the body. As a result, the chances of falling with illness has become negligible, which makes one feel good.

The American Marketing Association (AMA) defines “green marketing as the marketing of products that are presumed to be environmentally safe. It incorporates several activities such as product modification, changes to production processes packaging, advertising strategies and also increases awareness on compliance marketing amongst industries”. The adverse effect of human activities over the environment is a matter of great concern. Governments of all the countries making efforts to reduce the human influence on the environment. Human beings affect the environment in different ways. These effects include depletion of natural resources, decreased water quality, and increased pollution, greenhouse gas emissions and contribution to global warming.

Here, the term ‘green' is the indicator of purity. So Green refers to pure in quality and transparent in dealing. For instance, green advertising means advertising of the product or services without an adverse effect on society. Green marketing is a highly discussed topic right from the layman to highly professionals — the concept of green marketing concerns with the protection and conservation of the ecological environment. Modern marketing has created problems with the environment. Growth in marketing activities increases economic growth, mass production, use of advanced technology, luxurious and comfortable lifestyle, stiff competition, use of unhealthy marketing tactics and techniques to attract customers, enhancement in advertising, creation of MNC's, retailing and distribution by multinational companies etc.

When we talk about green marketing in resorts, especially in resorts of Kerala are provided many health and respectful services. These all activities have threatened welfare ecological balances and welfare of people. Mainly, big resorts are the sources of a different kind of pollution by cutting the forest to build the structure of resorts. Production and consumption of the ingredients affect the environment adversely.

Thus the Green marketing is a marketing philosophy that promotes eco-friendly products production, selling and services with the protection of ecological balance. Green marketing involves different types of activities. Green Marketing increase production of pure products by pure technology, preservation of energy, conservation of the environment, less use of natural resources, and instead of processed foods more use of natural foods. Attempts of people, government and social organisations in this field can be said as green marketing efforts.

Kerala is one of the states in the southwestern Malabar Coast of India. It was formed on 1 November 1956, by combining Malayalam-speaking regions. Kerala is famous for its unique and vibrant culture, moderate weather, incredible art and various colourful festivals. That is why it is one of the best tourist destinations in the country. It has cultural and natural attractions with a healthy and good quality life in respect of other states. That is why the tourism industry in Kerala is flourishing. Kerala is the centre of attraction because of its diverse flora and fauna along with its beaches, backwaters, wildlife sanctuaries and evergreen forests. Kerala is often referred to as the “Green Gateway to India” (Netto, 2004). Another face of the coin is that Kerala is rich in agriculture sector also. Tea, coconut, cashew, coffee and spices are essential crops of the state. Kerala is one of the best tourist destinations of the country, with backwaters, hill stations, beaches, Ayurveda tourism, medical tourism and tropical greenery as its major attractions.

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