CU-MBA-SEM-I-Business, Society and Law

 Chlor-alkali industry.  Chemical fertilisers.  Pulp and paper industry.  Sugar industry.  Building and construction projects.  Townships and area development projects (exempted from the public consultation phase). Permits and regulator The Environment Impact Assessment Notification 2006 identifies various activities where prior environmental clearance must be obtained by the project proponent. The activities are classified into two categories, A and B, based on the spatial extent of potential impacts and potential impacts on human health and natural and man-made resources. New projects and the expansion and modernisation of existing projects falling under the relevant activities require prior environmental clearance:  Category A activities require clearance from the Central Ministry of Environment, Forests and Climate Change (which bases its decision on the recommendation of the Expert Appraisal Committee).  Category B activities require clearance from a state-level EIA Authority which bases its final decision on the recommendation of the state-level Expert Appraisal Committee). Category B is further sub-divided into Category B1 projects, which require an EIA, and Category B2 projects which do not require an EIA study/report (neither require public consultation). There are four stages to obtain an environmental clearance:  Stage 1 screening (only for Category B projects and activities).  Stage 2 scoping.  Stage 3 public consultation.  Stage 4 appraisal. Public hearings are not required for some projects, such as:  Modernisation of irrigation projects.  Projects in industrial estates or parks.  Expansion of roads and highways not needing further land acquisition.  Building, construction, area development and townships. 301 CU IDOL SELF LEARNING MATERIAL (SLM)

An Expert Appraisal Committee (EAC) or State Level Expert Appraisal Committee (SEAC) must complete its assessment and make a recommendation within 60 days from receipt of all required documents and completion of the public hearing. The regulatory authority will consider the recommendations of the EAC or SEAC and notify its decision to the applicant within 45 days of receipt of the recommendations of the EAC or SEAC (that is, within 105 days of receipt of the final environment impact assessment report). For projects which do not require an environment impact assessment (B-2 projects, identified by the SEAC in stage 2 scoping stage), the final decision must be notified within 105 days of receipt of the complete application with the required documents. The prior environmental clearance granted for a project or activity is valid for:  Ten years for river valley projects.  The project life estimated by the EAC or SEAC, subject to a maximum of 30 years for mining projects.  Five years for all other projects and activities. It is mandatory for the project management to submit half-yearly compliance reports on the terms and conditions in the environmental clearance. A prior environmental clearance granted for a specific project or activity to an applicant can be transferred during its validity to another legal person entitled to undertake the project or activity. Transfer is made on application by the transferor, or by the transferee with a written no objection by the transferor, to the relevant regulatory authority, on the same terms and conditions and for the same validity period. No reference to the EAC or state-level EAC is necessary in such cases. Penalties Because the EIA Notification 2006 was issued under the EP Act, the penalties in the EPA Act apply in the case of an infringement of the EIA Notification 2006 (see Question 6). The Supreme Court of India, has in some cases levied 10% of the project cost as environmental compensation in cases where the construction was initiated without having a valid EC for the project and in some instances demolition orders have also been passed by the courts categorising the construction as illegal. 12.6.2 Waste and The Circular Economy Permits and regulator Specific permits, consents or authorisations must be obtained by various parties generating or handling waste, under the following key waste-management laws:  Solid Waste Management Rules, 2016. 302 CU IDOL SELF LEARNING MATERIAL (SLM)

 Plastic Waste Management Rules, 2016.  E-Waste (Management) Rules, 2016.  Bio-Medical Waste Management Rules, 2016.  Construction and Demolition Waste Management Rules, 2016.  Hazardous and Other Waste (Management and Transboundary Movement) Rules, 2016.  Batteries (Management and Handling) Rules, 2001. Prohibited activities The waste rules make it mandatory to obtain a prior consent or authorisation from the SPCB (in most cases) or CPCB (for example for the producer under the E-Waste Rules). Operator criteria Most environmental laws, including the HW Rules, refer to the term occupier, defined as the person who in relation to any factory or premises has control over the affairs of the factory or the premises, and includes in relation to a hazardous substance the person in possession of the substance or waste. Special rules for certain waste Hazardous and Other Waste (Management and Transboundary Movement) Rules, 2016. This is in many ways the most comprehensive of the waste management rules, as it covers the generation, handling, storage, transport, recycling, disposal, and import/export of hazardous waste. The HW Rules impose detailed obligations on the occupier for the management, storage, packaging, labelling and transport of such waste. All parties involved must sign a movement document (or manifest system), and copies of it must be submitted to the SPCB. Every occupier/owner/manager of any site dealing with or generating hazardous waste is required to have a hazardous waste authorisation or permit from the relevant SPCB to handle, generate, dispose of, recycle, reuse or carry out any other activity involving hazardous waste. The HW Rules contain a separate chapter on the import and export of hazardous waste, for which prior approval must be obtained from the MoEFCC. The MoEFCC in its review of applications is assisted by a technical review committee, which meets at regular intervals and reviews each import/export application. 303 CU IDOL SELF LEARNING MATERIAL (SLM)

The definition of hazardous waste is detailed, with a strong focus on whether the material exhibits or triggers certain hazardous characteristics. Plastic Waste Management Rules 2016. The Plastic Waste Management Rules 2016, replacing the 2011 Rules, is wider in scope, and:  More clearly imposes obligations on \"brand owners\", \"producers\" and \"importers\".  Introduces the notion of extended producer responsibility, in the context of plastic waste management.  Covers for the first time \"waste generators\", which includes every person generating waste.  Explicitly refer to \"waste pickers\", an important element since the waste management sector or the segregation of it is largely not formally regulated. The failure of earlier waste management rules to acknowledge this segment has often undermined effective implementation of waste rules. This is also true for the management of e-waste. E-Waste (Management) Rules 2016 (E-Waste Rules). The E-Waste Rules entered into force on 1 October 2016. The new E-Waste Rules apply to every:  Manufacturer, producer, bulk consumer, other consumer, collection centre, refurbished, dismantler and recycler.  Dealer and e-retailer involved in the manufacture, sale, transfer, purchase, collection, storage and processing of e-waste or electrical and electronic equipment (EEE), as detailed in Schedule I to the E-Waste Rules. An important improvement is that a producer can now obtain one centralised extended producer responsibility authorisation from the CPCB, instead of one from each SPCB where it has a market presence. Another key change is that the operator can fulfil its extended producer responsibility obligation by becoming a member of the newly created Producer Responsibility Organisation, or of an e-waste exchange, or both. These were introduced to facilitate implementation of the E-Waste Rules, given the failure by industry to create effective mechanisms to implement the earlier Rules (adopted in 2011). Penalties The Environmental Protection Act, 1986 (EP Act) the umbrella Act for numerous rules adopted under it such as the waste rules, provides for only one type of punishment. Any breach of these rules is punishable with imprisonment for a term up to five years, or a fine up to INR 100,000, or both 304 CU IDOL SELF LEARNING MATERIAL (SLM)

Importantly, the NGTs can impose significantly higher penalty amounts on companies for non-compliance with their directions. If a company fails to comply with any order or award of the NGT, the company is liable to a fine up to INR25 million, and an additional fine up to INR 100,000 for each day the breach continues. It is expected that the EP Act and all other environmental laws will at some point incorporate the penalty amounts identified under the NGT Act. National strategy The Plastic Waste Management Rules and the E-Waste Rules explicitly refer to the extended producer responsibility, and both Rules have been adopted at central level and apply throughout India. Some states have moved even further beyond these provisions and banned single-use plastic altogether. Targets The E-Waste Rules, unlike the Plastic Waste Management Rules, does contain specific e- waste collection targets which must be achieved by the producers as part of their obligations as members of the Producer Responsibility Organisation, starting with 10% of the quantity of waste generated and going up to 70% by the year 2023. [Source: https://uk.practicallaw.thomsonreuters.com/] 12.7 SUMMARY The legislature enacted the Environment (Protection) Act, 1986 under Article 253 of the Constitution of India after the Bhopal gas tragedy. This was done to implement the decisions that were taken in the United Nations (UN) Conference on the Human Environment, 1972 regarding protection and betterment of the environment and to suggest ways to prevent hazards to all living organisms. The environmental aspect of CSR is the duty of the corporate to cover the environmental effects of the company\\’s products operations and facilities; remove waste and emissions; increase the productivity and efficiency of its resources, and decrease practices that may adversely affect the enjoyment of resources by future generations. The main environmental laws, including under which various key environmental permits (or consents) are being issued in India, include the:  Water (Prevention and Control of Pollution) Act 1974 (Water Act), which also initially identified the powers, functions and hierarchy of the environmental agencies, the CPCB and the SPCBs.  Air (Prevention and Control of Pollution) Act 1981 (Air Act). 305 CU IDOL SELF LEARNING MATERIAL (SLM)

 Environment (Protection) Act 1986 (EP Act). This umbrella law enables the central government to take measures it deems necessary to protect and improve the environment, and to prevent, control and abate environmental pollution. A wide range of rules and notifications have been adopted under it, such as the:  E-Waste (Management) Rules 2016, as amended in 2018 (E-Waste Rules);  Bio-Medical Waste Management Rules 2016;  Plastic Waste Management Rules 2016;  Solid Waste Management Rules, 2016;  Construction and Demolition Waste Management Rules 2016;  Hazardous and Other Waste (Management and Transboundary Movement) Rules 2016, as amended in 2019 (HW Rules);  Manufacture, Storage and Import of Hazardous Chemicals Rules 1989 (MSIHC Rules);  Coastal Regulation Zone Notification 2019; and  Environment Impact Assessment Notification 2006.  Wild Life (Protection) Act 1972.  Forest (Conservation) Act 1980.  Public Liability Insurance Act 1991.  Biological Diversity Act 2002.  National Green Tribunal Act 2010. 12.8 KEYWORDS  ISO- International Organization for Standardization  EMS (Environment Management System)- is the “the organizational structure, responsibilities, practices, procedures, processes, and resources for determining and implementing environmental policy.  (CEPI) - The concept of Comprehensive Environmental Pollution Index (CEPI) was evolved by Central Pollution Control Board (CPCB) during 2009-10 as a tool for comprehensive environmental assessment of prominent industrial clusters and formulation of remedial Action Plans for the identified critically polluted areas.  Regulatory agency - independent governmental body established by legislative act in order to set standards in a specific field of activity, or operations, in the private sector of the economy and then to enforce those standards.  Suo motu - (\"on its own motion\") describes an act of authority taken without formal prompting from another party. 306 CU IDOL SELF LEARNING MATERIAL (SLM)

12.9 LEARNING ACTIVITY 1. What is the importance of Bio-Medical Waste (Management and Handling) Rules, 1998 for business? ___________________________________________________________________________ ___________________________________________________________________________ 2. Discuss the role of ISO: 14001 ___________________________________________________________________________ ___________________________________________________________________________ 12.10 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. What is the purpose of Environment Protection Act? 2. Highlight the importance of CSR with reference to Environment Protection Initiatives. 3. Describe the Self-Regulation Measures. 4. Write a note on EMS 5. Explain Comprehensive Environmental Pollution Index (CEPI). Long Questions 1. Explain the concept of Environmental Clearance. 2. Discuss Environmental permits and penalties. 3. Outline the implications of Water Pollution Act for business. 4. Why it is important for business to consider Air Pollution Regulations? 5. What is Waste and Circular Economy? State its important element with explanation. B. Multiple Choice Questions 307 1. The provisions for environmental protection in the constitution were made in: a. 1976 b. 1950 c. 1982 d. 1960 CU IDOL SELF LEARNING MATERIAL (SLM)

2. The power to declare an area as a sanctuary or national park of central Government is Wildlife (Protection) Act is under: a. Section 39 b. Section 38 c. Section 18 d. Section 27 3. This act prohibits entry of any poisonous, noxious or polluting matter into any stream, well, sewer or on land for disposal determined in accordance with such standards as laid down by the State Board. a. The Air (Prevention and Control of Pollution) Act, 1981 b. Hazardous Wastes (Management, Handling and Trans-Boundary Movement) Rules, 2008 c. The Water (Prevention and Control of Pollution) Act, 1974 d. Bio-Medical Waste (Management and Handling) Rules, 1998 4. Which ISO standard providesguidelines for maintenance, improvement, and implementation of EMS? a. ISO: 31000 b. ISO: 50001 c. ISO: 9001 d. ISO: 14004:2004 5. What is the PI score for orange category? a. 60 and above b. 41 to 59 c. 21 to 40 d. upto 20 Answers 308 1 - a; 2 - b; 3 –c; 4 – d; 5 – b. 12.11 SUGGESTED READING Text Books: CU IDOL SELF LEARNING MATERIAL (SLM)

 Francis Cherunilam , Business and Environment, Text and Cases, [Himalaya Publishing House],  C. Fernando, Business Environment Kindle Edition, Pearson  K.Aswathappa, Essentials Of Business Environment, Himalaya Publishing House  SHAIKH SALEEM, BUSINESS ENVIRONMENT, Pearson  Ian Worthington, Chris Britton, The Business Environment, Financial Times/ Prentice Hall. Reference Books:  MISHRA AND PURI, Indian Economy, Himalaya Publishing House, New Delhi  Business Environment Raj Aggarwal Excel Books, Delhi  Strategic Planning for Corporate Ramaswamy V McMillan, New Delhi.  Struan Simpson (Author), Jacqueline Carless (Author), Business, Pollution and Regulation, CRC Press Open Text Source:  Dhamija, Dr. Ashok (2009). Prevention of Corruption Act. LexisNexis India. p. 2049. ISBN 9788180385926.  Subrata K. Mitra and V.B. Singh. 1999. Democracy and Social Change in India: A Cross-Sectional Analysis of the National Electorate. New Delhi: Sage Publications. ISBN 81-7036-809-X (India HB) ISBN 0-7619-9344-4 (U.S. HB).  Bakshi; P M (2010). Constitution of India, 10/e. Universal Law Publishing Company Limited. pp. 48–.ISBN 978-81-7534-840-0. 309 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT 13: BUSINESS NEW TRENDS Structure 13.0 Learning Activity 13.1 Introduction 13.2 Ecology 13.2.1 Concept 13.2.2 Types: 13.2.3 Importance of Ecology 13.3 Green Marketing 13.3.1 Definitions: 13.3.2 Golden Laws 13.3.3 Importance 13.4 4P’s of Green Marketing 13.4.1 Trends in India 13.4.2 Attributes of Green Consume 13. 5 Summary 13.6 Keywords 13. 7 Learning Activity 13. 8 Unit End Questions 13. 9 Suggested Readings 13.0 LEARNING OBJECTIVE After studying this, Unit you will be able to  Explain the relationship of ecology and business  Describe the concept of Green Marketing  Analyze 4P’s of the Green Marketing 13.1 INTRODUCTION Now a days, the environmental problems seem to concern all active citizens, enterprise, and institutions all over the world much more than it did 30 years ago. International researches show that consumers worry about the environment and change their behaviour gradually. 310 CU IDOL SELF LEARNING MATERIAL (SLM)

Thus, a new market for viable or sustainable product emerges, which is further strengthened by active consumers since it is a way to contribute to the protection of the environment. The enterprises gradually recognize the various competitive advantages and the enterprising opportunities that arise from this ecological consuming approach, entering the word “green” in many of their activities. Thus, in parallel with the concept of corporate social responsibility of “green marketing” has also been cultivated with sufficiently effective practices. The term green marketing refers to the planning, development and promotion of products or services that satisfy the needs of consumers for quality, output, prices and services without a negative effect on the environment with regard to the use of raw material, the consumption of energy, etc. There is growing interest among people around the world regarding protection of natural environment. People are getting more concerned for environment and changing their behaviour for the protection of environment. As a result of this, the term “Green Marketing” has emerged. Hence, marketers are feeling their responsibility towards environment and giving importance to green marketing. 13.2 ECOLOGY 13.2.1 Concept: Ecology is a branch of biology concerned with understanding how organisms relate with each other and their environment. This branch of biology mainly deals with the relationships between the organisms, their relationships among each other, their relationships towards the shared resources, their relationships with the space they share, and even their relationships with the non-living aspects in the environment In understanding the given relationship, ecology encompasses aspects such as population growth, competition, symbiotic ecologic relationships (mutualism), trophic relations (energy transfer from one section of the food chain to the next), bio-diversity, migration and physical environment interactions. Because ecology includes all the living organisms on earth and their physical as well as chemical surroundings and it is divided into sub-classes as follows: 13.2.2 Types: 311 CU IDOL SELF LEARNING MATERIAL (SLM)

Global Microbial Organism Ecology ecology /Behaviour Ecosystem Types of Ecology Ecology Ecology Population Community Ecology Ecology: Fig 13.1: Types of Ecology Microbial ecology Microbial ecology looks at the smallest fundamental levels of life, that is, the cellular level. It involves mainly the first two life kingdoms which are; Kingdom Monera and Kingdom Protista. Here, the connections are made between microbes and their relationships with each other and their environments. Microbial ecology is particularly important in the analysis of evolutionary connections and events leading to existence (known as phylogeny). These connections help us understand the relationships shared among organisms. It is particularly interested in DNA and RNA structures as they carry most of the information passed along from organisms to their progeny, providing the data ecologists need. Organism/Behaviour This is the study of the organism at its fundamental levels and can encompass microbial ecology. In this type of ecology, the main goal is to understand the organism’s behaviours, adaptations for such behaviours, reason for those behaviours as explained through the lens of evolution, and the way all these aspects mesh together. In this case, the main concern is the individual organism and all its different nuances, especially in trying to understand how it all ties together to enhance the survival of the organism or any beneficial adaptations. 312 CU IDOL SELF LEARNING MATERIAL (SLM)

Population Ecology: Population ecology is the next rank on the ecological ladder. Population ecology focuses on the population, defined as a group of organisms of the same species living in the same area at the same time. Here, attention is given to things such as population size, its density, the structure of the population, migration patterns, and the interaction between organisms of the same population. It tries to explain the different changes in each of the dynamics of the population such as why numbers would increase and whether this affects any other aspects of the population such as its density. Community Ecology: Community ecology takes a look at the community, defined as all the populations that live in a given area. This includes all the different species populations. The focus here is usually on the interactions between the different species and how their numbers and sizes all mesh together and how change in one population change the dynamic of the whole community. The animal populations here are exposed to more complex interactions given their increased species numbers which give rise to dynamics such as trophic relationships (who eats who), space dynamics, migration patterns and the most important ecological driving force when it comes to inter/intra species interaction Ecosystem Ecology: Ecosystem ecology makes a unique contribution to understanding ecology by adding abiotic (non-living) factors to the items analysed, alongside the biotic (living) factors involved. This interaction therefore involves all aspects of the environment and how they interact. It includes understanding how things like climate and soil composition affect the behaviours and interactions of populations from different species. It also includes a wide range of factors to better understand the whole aspect of interaction between the living things and their environments/habitats. Global Ecology: The global ecology is principally important in understanding all the ecosystems affecting the entire globe. This includes all the different biomes, with considerations of aspects such as climate and other environmental geography. It means, global ecology takes into account the whole world’s biosphere while considering all living organisms from the microscopic to higher lifeforms, the environments they leave in, the interactions that they have with each other, the influences that their environments have on 313 CU IDOL SELF LEARNING MATERIAL (SLM)

these interactions and vice versa, and finally, how they are all interconnected under the common ground that they all share a single planet – the Earth. 13.2.3 Importance of Ecology Helps in Environment Conservation: Ecology allows us to understand the effects our actions have on our environment. With this information, it helps guide conservation efforts by first showing the primary means by which the problems we experience within our environment begin and by following this identification process, it shows us where our efforts would have the biggest effect. Ecology also shows individuals the extent of the damage we cause to the environment and provides predictive models on how bad the damage can get. These indicators instil a sense of urgency among the population, pushing people to actively take part in conservation efforts and ensure the longevity of the planet Ensure proper resource allocation: Ecology equally allows us to see the purpose of each organism in the web of connectivity that makes up the ecosystem. With this knowledge, we are able to ascertain which resources are essential for the survival of the different organisms. This is very fundamental when it comes to assessing the needs of human beings who have the biggest effect on the ecosystem. An example is human dependency on fossil fuels that has led to the increase of carbon footprints in the ecosystem. It is ecology that allows humans to see these problems which then calls for the need to make informed decisions on how to adjust our resource demands to ensure that we do not burden the environment with demands that are unsustainable An example is human dependency on fossil fuels that has led to the increase of carbon footprints in the ecosystem. It is ecology that allows humans to see these problems which then calls for the need to make informed decisions on how to adjust our resource demands to ensure that we do not burden the environment with demands that are unsustainable Enhance Energy Conservation: Energy Conservation and ecology is connected in that, it aids in understanding the demands different energy sources have on the environment. Consequently, it is good for decision making in terms of deciding resources for use as well as how to efficiently convert them into energy 314 CU IDOL SELF LEARNING MATERIAL (SLM)

Without proper understanding of energy facts through ecology, humans can be wasteful in their use of allotted resources such as indiscriminate burning of fuels or the excessive cutting down of trees. Staying informed about the ecological costs allows people to be more frugal with their energy demands and adopt practices that promote conservation such as switching of lights during the day and investing in renewable energy. Promotes Eco-friendliness With all the information and research obtained from ecology, it ultimately promotes eco- friendliness. It makes people aware of their environment and encourages the adoption of a lifestyle that protects the ecology of life owing to the understanding they have about it. This means that in the long-term, people tend to live less selfishly and make strides towards protecting the interest of all living things with the realization that survival and quality life depends on environment sustainability. Hence, it fosters a harmonious lifestyle and assures longevity for all organisms. Aids in diseases and pest control: A great number of diseases are spread by vectors. The study of ecology offers the world novel ways of understanding how pests and vectors behave thereby equipping humans with knowledge and techniques on how to manage pests and diseases. For example, malaria which is one of the leading killer diseases is spread by the female Anopheles mosquito. In a bid to control malaria, humans must first understand how the insect interacts with its environment in terms of competition, sex, and breeding preferences. The same applies to other diseases and pests. By understanding the life cycles and preferred methods of propagation of different organisms in the ecosystem, it has created impressive ways to device controls measures. Ecology and Economic Growth! The ecological and economic growth debate started in late 1960’s raising the deep questions as to whether the industrialization of the planet could proceed much further without imperilling the survival prospects of the human species and the habitability of the planet. To the question of how much growth may have to be given up to protect the natural environment and maintain a habitable planet, both ecologists and economists offer a wide range of answers. The pessimists argue that it is essential to begin now to plan a world economy based on an acceptance of ecological limits. On the other hand, the optimists argue that issues of global pollution and resources shortage make it desirable to proceed as ever but with caution. As 315 CU IDOL SELF LEARNING MATERIAL (SLM)

pointed out by Ross and Passell, “The most important lesson of ecology is caution: each step towards more sophisticated technology risks transgress against nature.” The ecological pessimists are alarmed by the interplay between growth dynamics and the finite space and usable resources available to mankind. These pessimists foresee a steady deterioration of the quality of life as a consequence of future crowding and depletion. This deterioration could diminish the life prospects of future generations and may even precipitate an ecological collapse of catastrophic proposition. According to H. Daly, there is a limit to how long the earth’s natural resources can be consumed at the present rate and that this limit is not far off. He feels that ways should be found to reduce human consumption levels as measured by the rate of economic growth but without reducing the quality of life. Carl Kaysen has expressed optimistic views in this context. According to him, there are no credible reasons for believing that the world as a whole cannot maintain a fairly high rate of economic growth (though not necessarily the present one) over a long period of time into future. Further, if it becomes necessary, for whatever reason, to slow down the growth rate, a relatively smooth transition from higher to lower rates will be perfectly possible, and not achievable only through catastrophe. G. Harlem Brundtland questioned the ability of the market mechanism to cope with the two vital issues of resource scarcity and environmental degradation. According to her, economic growth during the last 30 years has brought security, welfare and prosperity to the people of the industrialised countries. Large groups have gained freedom from heavy work, poverty and unhealthy living conditions. Moreover, energy has been a key factor in this development. We now face the possibility of a limited supply of energy and it is natural to see this as a threat to all we have gained. In seeking a solution, we find new constraints, the most important being set by the biosphere and the delicate ecological system of the planet. No doubt also the social costs of growth— structural changes, migration and environmental impacts, will become increasingly burdensome as prosperity increases. Further, environmental and ecological concerns are responsible for the questioning of the need for further economic growth. In the production of more and more goods, natural resources are being used up at an alarming rate and sources of energy are being strained by the production of non-essential goods and services demanded by the affluent societies. The planet is being despoiled by pollution of the air and water as man bums up his energy supplies in the quest for more and more goods. W. Beckerman in his defence of economic growth, argues that in the matter of resources allocation one should not confuse between inter-temporal choice (growth) and resources use 316 CU IDOL SELF LEARNING MATERIAL (SLM)

at any point of time. The growth rate cannot be hold responsible for the failures to correct the externalities (pollution) which are caused by resource misallocation at any moment of time. Robert Costanza considers the debate as technological optimism versus technological pessimism and comments. “There have been thousands of studies over the last 15 years on various aspects of our energy and resource future and different points of views have waxed and waned. But the bottom line is that there is still an enormous amount of uncertainty about the impacts of energy and resource constraints.” According to W.W. Heller, “Of many economists there are those who accept the spaceship earth concept of finite limits to the assimilative capacity of the environment and who believe that growth will test those limits within relevant time horizons and must therefore be retarded. Pro-growth observers tend to discount present ecological strains such as the energy crisis, as provisional, short-term problems which will disappear in a decade or so when new energy sources are developed”. Thus, ecological challenge has grave implications for a world order system organised around a principle of virtually unrestricted and uncontrolled growth. Wasteful consumption patterns and environmentally destructive behaviour should be reduced as quickly as possible and conservation policies must be adopted and implemented even-handedly. We may conclude with E.J. Mishan, “The current aim of the environmentalist is not a no- growing economy per se much less a recession in a growing economy. It is that of persuading the public at large to accept a steady state economy as a desirable norm of social policy.” 13.3 GREEN MARKETING According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus,Green marketing incorporates a broad range of activities, including- 1. Product modification, 2. Changes to the production process, 3. Packaging changes, as well as 4. Modifying advertising. The term green marketing came into prominence in the late 1980s and early 1990s. The American Marketing Association (AMA) held the first workshop on “Ecological Marketing” in 1975. Thus, green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. 317 CU IDOL SELF LEARNING MATERIAL (SLM)

In simple terms green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way. 13.3.1 Definitions: According to American Marketing Association – “Green marketing is the marketing of products that are presumed to be environmentally safe.” According to Polonsky, 1994 – “Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment. Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way. The assumption of green marketing is that potential consumers will view a product or service’s “greenness” as a benefit and base their buying decision accordingly. The consumers may be willing to pay more for green products than they would for a less-green product. Green Marketing incorporates broad range of activities including product modification, changes to the production process, packaging changes, and modifying advertising. The focus of Green Marketing is on satisfaction of customers’ needs and wants with no or minimum harm to the natural environment. Marketing products and services based on environmental factors or awareness. Companies involved in green marketing make decisions relating to the entire process of the company’s products, such as – methods of processing, packaging and distribution. Investopedia explains ‘Green Marketing’ as the companies seek to go above and beyond traditional marketing by promoting environmental core values in the hope that consumers will associate these values with their company or brand. Engaging in these sustainable activities can lead to creating a new product line that caters to a new target market, also known as sustainable marketing, environmental marketing or ecological marketing. According to the American Marketing Association, green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental input on the national environment. 318 CU IDOL SELF LEARNING MATERIAL (SLM)

Green Marketing has progressed over a period of time. There are three phases in the evolution process of Green Marketing. First phase was ecological green marketing where environmental problems and remedies for environmental problems were mainly focused. Environmental green marketing was the second phase; the major focus was on clean technology and designing of innovative new products, which can control pollution and waste issues. Third phase was “sustainable green marketing”. This phase gained popularity in the late 1990s and early 2000. A variety of jargons are used in this area, like Green Marketing, Ecological Marketing and Environmental Marketing. The term Green Marketing came into regulation in the late 1980s and early 1990s. 13.3.2 Golden Laws: The important golden laws of Green Marketing are as follows: 1. Customers should be Aware: ADVERTISEMENTS: If a company needs to sell the products, it should make sure that the customers are better aware of the benefits of “green” products and their growing necessity. The customer should know the main reason behind the issue of the products that are eco-friendly. 2. Reassure the Buyers: Marketer should understand that they need to convince the customers by promoting the true quality and ethically show the performance of the product, because it would be very difficult to sell the products to customers only on the lines that they are eco-friendly. 3. Transparency: Marketers should be ethical in claiming their products as eco-friendly. They should be genuine and transparent about their claims. The business policies should also go with it. 4. Consider Pricing: It is possible that marketers charge a greater price for their “green” products because of their high cost of production and use of higher-quality ingredients. Many customers might not afford these high prices, so company needs to consider a reasonable price and target the appropriate audience effectively. 5. Customer Participation: 319 CU IDOL SELF LEARNING MATERIAL (SLM)

The marketer should involve the customers in the initiative of green marketing. Once the customer is a part of this cause, he or she will understand the concept better and the issues of pricing etc. can be resolved. 13.3.3 Importance of Green Marketing: It is well known that increasing production and business activities are polluting the natural environment. The damages to people, crops, and wildlife are reported in different parts of the world. As resources are limited and human wants are unlimited, it is necessary for marketers to use resources efficiently, so that organisational objectives are achieved without waste of resources. So green marketing is inevitable. Importance # 1. Environmental Advantages: Going green is an environmentally responsible choice. It is estimated that 40 percent of all greenhouse gases in the United States comes from energy production that businesses use to heat, cool and light workplaces. Reducing these energy needs reduces carbon dioxide output, helping to control global warming. As businesses use more natural resources than individual consumers, recycling business materials and conserving water contribute to conservation on a larger scale. Importance # 2. Economic Advantages: The reduction in waste equals lower operating costs and more savings. Eco-friendly business equipment and practices such as – low-wattage or LED lights, use of natural lighting, water conservation policies, mandatory recycling and hybrid company vehicles save money on utilities, fuel and office supplies. This generates instant cash flow. Further going green puts a business in a positive light in the eyes of customers, potential investors, distributors, activists, watchdog groups, communities and prospective employees. Importance # 3. Sustainability: Going green is about sustainability; this sustainability translates to sustainable profits in green sectors with secure futures. The future-safe markets include biomaterials, green buildings, personal transportation, smart grids, mobile applications and water filtration. Importance # 4. Efficient Use of Resources: Today, human demands and needs are unlimited but resources are short enough that cannot fulfill the human needs. Markets need to facilitate the consumers by utilizing resources efficiently. 320 CU IDOL SELF LEARNING MATERIAL (SLM)

Importance # 5. Planned Techniques: It needs to develop well planned techniques and innovative policies to achieve the organizational goals effectively without any wastage of time and other resources. Green marketing examples of different products and services develops a growing interest among customers throughout the world. Importance # 6. Consumer Attraction: Green marketing examples of different products attracts the consumers regarding environment protection. People are so much conscious about their environment and variations in behaviour. Green marketing is considered as growing marketing that helps to design socially and sustainable products. Importance # 7. Innovation: Green marketing helps to design such kinds of products that are economically affordable and satisfy the human needs efficiently. It produces innovative green products that consume less resource. Importance # 8. Competitive Advantage: Companies enjoy competitive advantage over other companies in the market through green marketing examples. Today, companies which adopt green marketing techniques gain more competitive advantage over other companies which are not conscious about such techniques and environment. Companies which develop innovative products and services with innovative qualities at affordable rates are successful in the market. Green marketing is a group of activities that are designed to meet the consumer’s demands and needs at affordable price range. 13.4 4P’S OF GREEN MARKETING Marketers need to define and design the 4 Ps of marketing mix from the viewpoint of environmental preservation. The green marketing mix elements address the key environmental issues appropriately and effectively. 321 CU IDOL SELF LEARNING MATERIAL (SLM)

Green Green Products Price Green Green Promotion Place Fig 13.2: 4 P’s of Green Marketing Element # 1. Green Products: Consider products that consume more energy, use toxic chemicals, cannot be recycled, and use extensive packaging. Such products are a threat to the environment as they lead to environmental degradation and pollution. On the other hand, products that help in saving energy, use natural ingredients, are recycled, or use reduced packaging make contributions to the environment. Therefore, those products that are produced in harmony with the environment are known as ‘green products’. Production of green products is based on green technology. Green products help in saving natural resources and subscribe towards sustainable future. Organizations should produce environment-friendly products as they help in saving energy resources and do not affect the environment adversely. The various stages involved in the production of environment-friendly products are efficient in terms of environment protection and conservation. Environment-friendly products use natural and organic ingredients that are sourced from local suppliers and its manufacturing and circulation is done in a manner that has least or no impact on environment. Different governing organizations and certification systems certify the product as green after assessing it against environmental performance criterion. Element # 2. Green Price: Production of green products requires modification in the production processes and this necessitates expenditure. Cost increase results in increased price point of green products that 322 CU IDOL SELF LEARNING MATERIAL (SLM)

makes acceptability of the product in the market difficult. The high price may act as a deterrent as consumers may be either unwilling or unable to pay this green premium. The gap between the price of a green product and a non-green product is known as ‘pricing gap’. Price impediments can be tackled either by lowering the price point of green products to make it contiguous with the prevailing products in the market or by enhancing the perceived value of the green products in the eyes of the customer (by adding to the benefits derived such as improved packaging, improved attributes, and making the product specific to customers’ needs). Element # 3. Green Place: Green place relates to the distribution of green products without doing any harm to the environment. This is achieved through efficient utilization of fuel and energy and arranging for logistics with the least emissions. Transportation costs constitute a major part of business costs and resources spend in distribution can be saved through local production. This decreases transportation costs and also reduces carbon footprint. Selling over the Internet as compared to a shop also saves business resources. Element # 4. Green Promotion: Consumers need to be made aware about green products and motivated to purchase them. Therefore, huge amount of money and resources are spent by companies nowadays on advertising and promotion of green products. Green promotion entails increasing the sensitivity of consumers towards green products as well as promoting the products in an environment-friendly manner like using social networking sites to post profiles related to green marketing. Recently, Nike with its ‘Better World’ campaign launched its first 100 per cent recycled television advertisement, which was recycled by reusing and remixing film of its earlier campaigns. 13.4.1 Trends in India 1. Organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives. 2. Organizations believe they have a moral obligation to be more socially responsible. 3. Governmental bodies are forcing firms to become more responsible. 4. Competitors’ environmental activities pressure firms to change their environmental marketing activities. 5. Cost factors associated with waste disposal or reductions in material usage forces firms to modify their behaviour. 323 CU IDOL SELF LEARNING MATERIAL (SLM)

Green Warming – Proposed Solution: The solution to this problem lies in “Going Green” in our thoughts, behaviour and actions. The consumers and corporations need to focus on clean and environment friendly products and services. To elaborate on the “Green” Terminology: 1. “Green Product” is non-toxic and is made from recycled material. There is no absolute green product. However the products, which consume less energy, cause less pollution and are biodegradable, belong to this category. Thus “Green” is a relative term. 2. “Green Service” fulfils the philosophy of sustainable development, improving and maintaining the quality of life for people without compromising the environment. 3. “Green Washing” is the process of making products and services “Green” in all respects. To make products and services green the businesses need to focus on bringing the green in various aspects such as: i. Supply Chain ii. Packaging iii. Raw Material iv. Product Innovations Role of Information Technology: IT departments are under increasing scrutiny and pressure to deliver environmentally sound solutions. Large data centre are one of the most significant energy consumers in an organization’s IT infrastructure, so any measures that the organization can take to reduce this consumption (and therefore also carbon dioxide emissions) will have a positive impact on the organization’s environmental footprint. A green data centre is defined as one in which the mechanical, lighting, electrical and computer systems are designed for maximum energy efficiency and minimum environmental impact. The construction and operation of a green data centre are involved in advanced technologies and strategies. Some examples include: i. Reducing the power consumption of the data centre. ii. Using low-emission building materials, carpets and paints. iv. The consumption of energy is considered the dominant and often the only factor in defining whether or not a facility is green. Examples: Corporate are going green from the grassroots level to sustain and win the customers’ expectations. The environment is becoming increasingly an important part of the corporate reputations and they are actively participating in greening the corporate strategy. Companies 324 CU IDOL SELF LEARNING MATERIAL (SLM)

have converted almost all the products to make them eco-friendly products. Following are the recent environment friendly initiatives taken by the companies. Example # 1. Maruti Suzuki: The company has been promoting 3 R since its inception. As a result the company has not only been able to recycle 100% of treated waste water but also reduced fresh water consumption. The company has implemented rain water harvesting to recharge the aquifers. Also, recyclable packing for bought out components is being actively promoted. The country’s largest car manufacturer had managed to slash energy consumption per car at its Gurgaon factory by 26 per cent over the past six years, while its carbon dioxide (CO2) emissions during car manufacturing processes has come down 39 per cent in the past five years. The model with gas as fuel was adopted by Maruti Suzuki India Limited as their Green Marketing practices. Example # 2. Bharat Petroleum: Bharat Petroleum launched a programme to cut production of greenhouse gases by 10% across its units worldwide and achieved it much ahead of schedule. Cleaner fuels such as Greener Diesel (ultra-low sulphur content) and BP Autogas were developed. Almost all of its plants are ISO 14001 certified. Currently it is running a programme to contain its net emissions at current levels for ten years. Example # 3. Hindustan Petroleum: Hindustan Petroleum owns a massive e-waste recycling plant, where enormous shredders and granulators reduce four million pounds of computer detritus each month to bite-sized chunks the first step in reclaiming not just steel and plastic but also toxic chemicals like mercury and even some precious metals. HP will take back any brand of equipment; its own machines are 100 percent recyclable. It has promised to cut energy consumption by 20 percent by 2010. Example # 4. Proctor & Gamble: Laundry detergents are also touting energy savings. Proctor & Gamble’s (P&G) newest market entry, Tide Coldwater, is designed to clean clothes effectively in cold water. About 80 to 85 percent of the energy used to wash clothes from heating water. Example # 5. ITC: ITC has been ‘Carbon Positive’ for three years in a row sequestering/ storing twice the amount of CO2 than the Company emits. It has been ‘Water Positive’ six years in a row creating three times more Rainwater Harvesting potential than ITC’s net consumption. It has obtained close to 100% solid waste recycling. All Environment, Health and Safety 325 CU IDOL SELF LEARNING MATERIAL (SLM)

Management Systems in ITC conform to the best international standards. ITC’s businesses generate livelihoods for over 5 million people. ITC’s globally recognized e-Choupal initiative is the world’s largest rural digital infrastructure benefiting over 4 million farming families. ITC’s Watershed Development Initiative brings precious water to nearly 35,000 hectares of dry lands and moisture-stressed areas. ITC’s Sustainable Community Development initiatives include women empowerment, supplementary education, integrated animal husbandry programmes. 13.4.2 Attributes Of Green Marketing: To take the advantage of the emerging green market, it is important to understand who green customers are and the factors influencing their purchasing decisions and behaviour. The proposed framework presents Environmentally Consciousness Consumer Behaviour (ECCB) as a process involving consumer environment, constructs, mediators and outcomes. The underlying influencers of ECCB are complex and different approaches to consumer motivation account for them in various ways. Apart from this Natural Marketing Institute (NMI) divides the market into following categories: 1. Lohas – Very progressive on environment and society, looking for ways to do more; not too concerned about price. 2. Naturalites – Primarily concerned about personal health and wellness, and use many natural products; would like to do more to protect the environment. 3. Conventional – Practical, like to see the results of what they do; interested in green products that make sense in the long run. 4. Drifters – Not too concerned about the environment, figuring we’ve got time to fix the environmental problems; don’t necessarily buy a lot of green products. 5. Unconcerned – Have other priorities, not really sure what green products are available and probably wouldn’t be interested anyway; they buy products strictly on price, value, quality and convenience. Towards a Green Marketing Partnership – ICT and Cost Management is the Key. Worldwide evidence indicates people are concerned about the environment and are changing their behaviour accordingly. As a result there is a growing market for sustainable and socially responsible products and services. The types of businesses that exist, the products that they produce and their approaches to marketing are changing. Successful green marketers will reap the rewards of healthy profits and improved shareholder value and help in making the world a better place for future generations. Identify and close the Green Gap. 326 CU IDOL SELF LEARNING MATERIAL (SLM)

Right now, gaps exist on both sides of the market, between where customers are today and the preferences that will help sustain a future market. There is also a gap between today’s products and green designs of tomorrow. Green marketing has been widely adopted by the firms worldwide and the following are the possible reasons cited for this wide adoption: 1. Opportunities: As demands change, many firms see these changes as an opportunity to be exploited and have a competitive advantage over firms marketing non-environmentally responsible alternatives. Some examples of firms who have strived to become more environmentally responsible, in an attempt to better satisfy their consumer needs are: I. McDonald replaced its clam shell packaging with waxed paper because of increased consumer concern relating to polystyrene production and ozone depletion. II. Tuna manufacturers modified their fishing techniques because of the increased concern over driftnet fishing, and the resulting death of dolphins. III. Xerox introduced a “high quality” recycled photocopier paper in an attempt to satisfy the demands of firms for less environmentally harmful products. 2. Governmental Pressure: As with all marketing related activities, governments want to “protect” consumers and society; this protection has significant green marketing implications. Governmental regulations relating to environmental marketing are designed to protect consumers in several way: I. Reduce production of harmful goods or by-products. II. Modify consumer and industry’s use and/or consumption of harmful goods. III. Ensure that all types of consumers have the ability to evaluate the environmental composition of goods. Governments establish regulations designed to control the amount of hazardous wastes produced by firms. 3. Competitive Pressure: Another major force in the environmental marketing area has been firms’ desire to maintain their competitive position. In many cases firms observe competitors promoting their environmental behaviours and attempt to emulate this behaviour. In some instances this competitive pressure has caused an entire industry to modify and thus reduce its detrimental environmental behaviour. 327 CU IDOL SELF LEARNING MATERIAL (SLM)

For example- it could be argued that Xerox’s “Revive 100% Recycled paper” was introduced a few years ago in an attempt to address the introduction of recycled photocopier paper by other manufacturers. In another example when one tuna manufacturer stopped using driftnets the others followed suit. 4. Social Responsibility: Many firms are beginning to realize that they are members of the wider community and therefore must behave in an environmentally responsible fashion. This translates into firms that believe they must achieve environmental objectives as well as profit related objectives. This results in environmental issues being integrated into the firm’s corporate culture. There are examples of firms adopting both strategies. Organizations like the Body Shop heavily promote the fact that they are environmentally responsible. While this behaviour is a competitive advantage, the firm was established specifically to offer consumers environmentally responsible alternatives to conventional cosmetic products. 5. Cost or Profit Issues: Firms may also use green marketing in an attempt to address cost or profit related issues. Disposing of environmentally harmful by-products, such as polychlorinated biphenyl (PCB) contaminated oil are becoming increasingly costly and in some cases difficult. Therefore firms that can reduce harmful wastes may incur substantial cost savings. When attempting to minimize waste, firms are often forced to re-examine their production processes. In these cases they often develop more effective production processes that not only reduce waste, but reduce the need for some raw materials. This serves as a double cost savings, since both waste and raw material are reduced. Advantages: Today’s consumers are becoming more and more conscious about the environment and are also becoming socially responsible. Therefore, more companies are responsible to consumers’ aspirations for environmentally less damaging or neutral products. Many companies want to have an early mover advantage as they have to eventually move towards becoming green. Some of the advantages of green marketing are: i. It ensures sustained long term growth along with profitability. ii. It saves money in the long run, though initially the cost is more. iii. It helps the companies market their products and services keeping the environment aspects in mind. It helps in accessing the new markets and enjoying the competitive advantage. 328 CU IDOL SELF LEARNING MATERIAL (SLM)

iv. Most of the employees also feel proud and responsible to be working for an environmentally responsible company. Challenges: Challenge # 1. Need for Standardization: It is found that only 5% of the marketing messages from “Green” campaigns are entirely true and there is a lack of standardization to authenticate these claims. There is no standardization currently in place to certify a product as organic. Unless some regulatory bodies are involved in providing the certifications there will not be any verifiable means. A standard quality control board needs to be in place for such labelling and licensing. Challenge # 2. New Concept: Indian literate and urban consumer is getting more aware about the merits of green products. But it is still a new concept for the masses. The consumer needs to be educated and made aware of the environmental threats. The new green movements need to reach the masses and that will take a lot of time and effort. By India’s ayurvedic heritage, Indian consumers do appreciate the importance of using natural and herbal beauty products. Indian consumer is exposed to healthy living lifestyles such as yoga and natural food consumption. In these aspects the consumer is already aware and will be inclined to accept the green products. Challenge # 3. Patience and Perseverance: The investors and corporate need to view the environment as a major long-term investment opportunity, the marketers need to look at the long- term benefits from this new green movement. It will require a lot of patience and no immediate results. Since it is a new concept and idea, it will have its own acceptance period. Challenge # 4. Avoiding Green Myopia: The first rule of green marketing is focusing on customer benefits i.e. the primary reason why consumers buy certain products in the first place. Do this right motivate consumers to switch brands or even pay a premium for the greener alternative. It is not going to help if a product is developed which is absolutely green in various aspects but does not pass the customer satisfaction criteria. This will lead to green myopia. Also if the green products are priced very high then again it will lose its market acceptability. 13.5 SUMMARY  Ecology is a branch of biology concerned with understanding how organisms relate with each other and their environment.  Microbial ecology: Microbial ecology looks at the smallest fundamental levels of life, that is, the cellular level. 329 CU IDOL SELF LEARNING MATERIAL (SLM)

 Organism/Behaviour: In this type of ecology, the main goal is to understand the organism’s behaviours, adaptations for such behaviours, reason for those behaviours as explained through the lens of evolution, and the way all these aspects mesh together.  Population Ecology: Population ecology focuses on the population, defined as a group of organisms of the same species living in the same area at the same time.  Community Ecology: Community ecology takes a look at the community, defined as all the populations that live in a given area.  Ecosystem Ecology: Ecosystem ecology makes a unique contribution to understanding ecology by adding abiotic (non-living) factors to the items analysed, alongside the biotic (living) factors involved.  Global Ecology: The global ecology is principally important in understanding all the ecosystems affecting the entire globe. Green marketing incorporates a broad range of activities, including- 1. Product modification, 2. Changes to the production process, 3. Packaging changes, as well as 4. Modifying advertising. Not only marketers but consumers are also concerned about the environment, and consumers are also changing their behaviour pattern. Now, individual as well as industrial consumers are becoming more concerned about environment-friendly products. Moving towards Green Marketing: The era of green marketing has begun. It has already been granted wide acceptance by all stakeholders. However, there is a need to lay down the standards and practices, in order to bring in objectivity in the judgment of various national and international agencies. This will not only encourage the activities of green marketing but shall also provide the much needed level playing fields to all. 13.6 KEYWORDS  “Green Product” is non-toxic and is made from recycled material. There is no absolute green product. However the products, which consume less energy, cause less pollution and are biodegradable, belong to this category. Thus “Green” is a relative term.  “Green Service” fulfils the philosophy of sustainable development, improving and maintaining the quality of life for people without compromising the environment.  “Green Washing” is the process of making products and services “Green” in all respects.  Drifters – Not too concerned about the environment, figuring we’ve got time to fix the environmental problems; don’t necessarily buy a lot of green products. 330 CU IDOL SELF LEARNING MATERIAL (SLM)

 Unconcerned – Have other priorities, not really sure what green products are available and probably wouldn’t be interested anyway; they buy products strictly on price, value, quality and convenience. 13.7 LEARNING ACTIVITY 1. What should be the focus of businesses to make the products and services green? ___________________________________________________________________________ ________________________________________________________________________ 2. Discuss the importance of ecology from business perspective ___________________________________________________________________________ ___________________________________________________________________________ 13.8 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. Explain the types of Ecology. 2. What do you understand by the word Greenness in the Green Marketing? 3. What are the golden laws of the Green Marketing? 4. What is Green Price? 5. State the importance of the technology in Green Marketing. Long Questions 1. Explain the importance of Ecology. 2. How the Green Marketing helps business to gain the competitive Edge? 3. How Green Promotion strategy can be aligned with the profit objectives of an organization? 4. What are the attributes of the Green consumers? How it should be integrated in HR Policy or CSR or Organizational Policy? 5. Green marketing has been widely adopted by the firms worldwide and the following are the possible reasons cited for this wide adoption. B. Multiple Choice Questions 331 CU IDOL SELF LEARNING MATERIAL (SLM)

1. ______________is particularly important in the analysis of evolutionary connections and events leading to existence (known as phylogeny). a. Ecosystem ecology b. Population ecology c. Microbial ecology d. Global ecology 2. Green marketing is a part of a. Relationship marketing b. Social Marketing c. Service marketing d. Rural Marketing 3. Green marketing refers to a. the purchasing of products from producers whose farming practices are Fair Trade certified. b. the marketing efforts taken by new and smaller companies that lack both the experience and resources of their major competitors. c. the marketing efforts to produce, promote, and reclaim environmentally sensitive products. d. the marketing of products that have in no way been altered or reprocessed by artificial means. 4. Identify the category – that is very progressive on environment and society, looking for ways to do more; not too concerned about price a. Conventional b. Lohas c. Naturalites d. Drifters 5. ________________relates to the distribution of green products without doing any harm to the environment. 332 CU IDOL SELF LEARNING MATERIAL (SLM)

a. Green Promotion b. Green Product c. Green Place d. Green Price Answers 1 - c; 2 - a; 3 –c; 4 – b; 5 – c. 13.9 SUGGESTED READING Text Books:  Francis Cherunilam , Business and Environment, Text and Cases, [Himalaya Publishing House],  C. Fernando, Business Environment Kindle Edition, Pearson  K.Aswathappa, Essentials Of Business Environment, Himalaya Publishing House  SHAIKH SALEEM, BUSINESS ENVIRONMENT, Pearson  Ian Worthington, Chris Britton, The Business Environment, Financial Times/ Prentice Hall. Reference Books:  MISHRA AND PURI, Indian Economy, Himalaya Publishing House, New Delhi  Business Environment Raj Aggarwal Excel Books, Delhi  Strategic Planning for Corporate Ramaswamy V McMillan, New Delhi.  Struan Simpson (Author), Jacqueline Carless (Author), Business, Pollution and Regulation, CRC Press Open Text Source:  Dhamija, Dr. Ashok (2009). Prevention of Corruption Act. LexisNexis India. p. 2049. ISBN 9788180385926.  Subrata K. Mitra and V.B. Singh. 1999. Democracy and Social Change in India: A Cross-Sectional Analysis of the National Electorate. New Delhi: Sage Publications. ISBN 81-7036-809-X (India HB) ISBN 0-7619-9344-4 (U.S. HB).  Bakshi; P M (2010). Constitution of India, 10/e. Universal Law Publishing Company Limited. pp. 48–.ISBN 978-81-7534-840-0. 333 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT 14: TECHNICAL ENVIRONMENT 334 Structure 14.0 learning Objective 14.1 Introduction 14.2 Environmental Technologies 14.2.1 The Impact of Technology on the Environment 14.2.2 Environmental Technology 14.3 Ecological implications of technology 14.3.1 The Negative Ecological Impacts: 14.3.2 The Positive Ecological Impacts: 14.4 Sustainable Development: 14.4.1 Definition and Principle 14.4.2 Parameters 14.4.3 Challenges 14.5 Pillars of Sustainable Development 14.6 Summary 14.7 Keywords 14.8 Learning Activity 14.9 Unit End Questions 14.10 Suggested Readings 14.0 LEARNING OBJECTIVE After studying thisUnit, you will be able to  Explain the concept and impact of Environmental Technologies  Describe the Ecological implications of technology  Analyze the importance of sustainable development  Highlight the Pillars of Sustainable Development CU IDOL SELF LEARNING MATERIAL (SLM)

14.1 INTRODUCTION Current estimates suggest that there are 7 billion people sharing the planet with the natural world, competing for space and resources. Attempts to curb the negative impacts that humanity has on the natural world and the global environment puts serious issues like climate change high on the political agenda for many governments around the world. Alongside policy and governance, a new breed of technologies is helping humanity fine tune the delicate balance between the developed and natural world. Environmental technology, also known as ‘green’ or ‘clean’ technology, refers to the application of environmental sciences in the development of new technologies which aim to conserve, monitor or reduce the harm humans regularly cause the environment while consuming its resources. Sustainable development sits at the core of environmental technology - adopted practices that fuel economic development by avoiding the depletion of natural resources and further polluting. Put simply, environmental technologies aim to protect the environment. They offer ways of consuming which are less polluting or do so in a sustainable manner, and often provide new ways to avoid depletion of natural resources altogether. Prominent examples include solar and wind energy, water desalination (the removal of salt or other minerals from saline water), electric vehicles, and pyrolysis (thermochemical decomposition of organic material). 14.2 ENVIRONMENTAL TECHNOLOGIES The term ‘technology’ refers to the application of scientific knowledge for practical purposes and the machinery and devices developed as a result. We are currently living in a period of rapid change, where technological developments are revolutionising the way we live, at the same time as leading us further into the depths of catastrophe in the form of climate change and resource scarcity. We will understand firstly, the negative impact of technology on Environment and how the new and clean energy is going to help solve the different environmental issues and improve the efficiency of the organization, society and human beings on broader aspect. 14.2.1 The Impact of Technology on The Environment The industrial revolution has brought about new technologies with immense power. This was the transition to new manufacturing processes in Europe and the United States, in the period from about 1760 to 1840. This has been succeeded by continued industrialisation and further technological advancements in developed countries around the world, and the impact of this technology on the environment has included the misuse and damage of our natural earth. 335 CU IDOL SELF LEARNING MATERIAL (SLM)

These technologies have damaged our world in two main ways; pollution and the depletion of natural resources. 1. Air and water pollution Air pollution occurs when harmful or excessive quantities of gases such as carbon dioxide, carbon monoxide, sulphur dioxide, nitric oxide and methane are introduced into the earth’s atmosphere. The main sources all relate to technologies which emerged following the industrial revolution such as the burning of fossil fuels, factories, power stations, mass agriculture and vehicles. The consequences of air pollution include negative health impacts for humans and animals and global warming, whereby the increased amount of greenhouse gases in the air trap thermal energy in the Earth’s atmosphere and cause the global temperature to rise. Water pollution on the other hand is the contamination of water bodies such as lakes, rivers, oceans, and groundwater, usually due to human activities. Some of the most common water pollutants are domestic waste, industrial effluents and insecticides and pesticides. A specific example is the release of inadequately treated wastewater into natural water bodies, which can lead to degradation of aquatic ecosystems. Other detrimental effects include diseases such as typhoid and cholera, eutrophication and the destruction of ecosystems which negatively affects the food chain. 2. Depletion of natural resources Resource depletion is another negative impact of technology on the environment. It refers to the consumption of a resource faster than it can be replenished. Natural resources consist of those that are in existence without humans having created them and they can be either renewable or non-renewable. There are several types of resource depletion, with the most severe being aquifer depletion, deforestation, mining for fossil fuels and minerals, 336 CU IDOL SELF LEARNING MATERIAL (SLM)

contamination of resources, soil erosion and overconsumption of resources. These mainly occur as a result of agriculture, mining, water usage and consumption of fossil fuels, all of which have been enabled by advancements in technology. Due to the increasing global population, levels of natural resource degradation are also increasing. This has resulted in the estimation of the world’s eco-footprint to be one and a half times the ability of the earth to sustainably provide each individual with enough resources that meet their consumption levels. Since the industrial revolution, large-scale mineral and oil exploration has been increasing, causing more and more natural oil and mineral depletion. Combined with advancements in technology, development and research, the exploitation of minerals has become easier and humans are therefore digging deeper to access more which has led to many resources entering into a production decline. Moreover, the consequence of deforestation has never been more severe, with the World Bank reporting that the net loss of global forest between 1990 and 2015 was 1.3 million km2. This is primarily for agricultural reasons but also logging for fuel and making space for residential areas, encouraged by increasing population pressure. Not only does this result in a loss of trees which are important as they remove carbon dioxide from the atmosphere, but thousands of plants and animals lose their natural habitats and have become extinct. 14.2.2 Environmental Technology Despite the negative impact of technology on environment, a recent rise in global concern for climate change has led to the development of new environmental technology aiming to help solve some of the biggest environmental concerns that we face as a society through a shift towards a more sustainable, low-carbon economy. Environmental technology is also known as ‘green’ or ‘clean’ technology and refers to the development of new technologies which aim to conserve, monitor or reduce the negative impact of technology on the environment and the consumption of resources. The Paris agreement, signed in 2016, has obliged almost every country in the world to undertake ambitious efforts to combat climate change by keeping the rise in the global average temperature at less than 2°C above pre-industrial levels. This section will focus on the positive impact of technology on the environment as a result of the development of environmental technology such as renewable energy, ‘smart technology’, electric vehicles and carbon dioxide removal. Renewable energy Renewable energy, also known as ‘clean energy’, is energy that is collected from renewable resources which are naturally replenished such as sunlight, wind, rain, tides, waves, and geothermal heat. Modern environmental technology has enabled us to capture this naturally occurring energy and convert it into electricity or useful heat through devices such as solar panels, wind and water turbines, which reflects a highly positive impact of technology on the environment. 337 CU IDOL SELF LEARNING MATERIAL (SLM)

Having overtaken coal in 2015 to become our second largest generator of electricity, renewable sources currently produce more than 20% of the UK’s electricity, and EU targets means that this is likely to increase to 30% by 2020. While many renewable energy projects are large-scale, renewable technologies are also suited to remote areas and developing countries, where energy is often crucial in human development. The cost of renewable energy technologies such as solar panels and wind turbines are falling and government investment is on the rise. This has contributed towards the amount of rooftop solar installations in Australia growing from approximately 4,600 households to over 1.6 million between 2007 and 2017. Smart technology Smart home technology uses devices such as linking sensors and other appliances connected to the Internet of Things (IoT) that can be remotely monitored and programmed in order to be as energy efficient as possible and to respond to the needs of the users. The Internet of Things (IoT) is a network of internet-connected objects able to collect and exchange data using embedded sensor technologies. This data allows devices in the network to autonomously ‘make decisions’ based on real-time information. For example, intelligent lighting systems only illuminate areas that require it and a smart thermostat keeps homes at certain temperatures during certain times of day, therefore reducing wastage. This environmental technology has been enabled by increased connectivity to the internet as a result of the increase in availability of Wi-Fi, Bluetooth and smart sensors in buildings and cities. Experts are predicting that cities of the future will be places where every car, phone, 338 CU IDOL SELF LEARNING MATERIAL (SLM)

air conditioner, light and more are interconnected, bringing about the concept of energy efficient ‘smart cities’. The technology of the internet further demonstrates a positive impact of technology on the environment due to the fact that social media can raise awareness of global issue and worldwide virtual laboratories can be created. Experts from different fields can remotely share their research, experience and ideas in order to come up with improved solutions. In addition, travel is reduced as meetings/communication between friends and families can be done virtually, which reduces pollution from transport emissions. Electric vehicles The environmental technology of the electric vehicle is propelled by one or more electric motors, using energy stored in rechargeable batteries. Since 2008, there has been an increase in the manufacturing of electric vehicles due to the desire to reduce environmental concerns such as air pollution and greenhouse gases in the atmosphere. Electric vehicles demonstrate a positive impact of technology on the environment because they do not produce carbon emissions, which contribute towards the ‘greenhouse effect’ and leads to global warming. Furthermore, they do not contribute to air pollution, meaning they are cleaner and less harmful to human health, animals, plants, and water. There have recently been several environmental technology government incentives encouraging plug-in vehicles, tax credits and subsidies to promote the introduction and adoption of electric vehicles. Electric vehicles could potentially be the way forward for a greener society because companies such as Bloomberg have predicted that they could become cheaper than petrol cars by 2024 and according to Nissan, there are now in fact more electric vehicle charging stations in the UK than fuel stations3. 339 CU IDOL SELF LEARNING MATERIAL (SLM)

‘Direct Air Capture’ (DAC) – Environmental Technology removing Carbon from the atmosphere For a slightly more ambitious technology to conclude with, the idea of pulling carbon dioxide directly out of the atmosphere has been circulating climate change mitigation research for years, however it has only recently been implemented and is still in the early stages of development. The environmental technology is known as ‘Direct Air Capture’ (DAC) and is the process of capturing carbon dioxide directly from the ambient air and generating a concentrated stream of CO2 for sequestration or utilisation. The air is then pushed through a filter by many large fans, where CO2 is removed. It is thought that this technology can be used to manage emissions from distributed sources, such as exhaust fumes from cars. Full-scale DAC operations are able to absorb the equivalent amount of carbon to the annual emissions of 250,000 average cars. Many argue that DAC is essential for climate change mitigation and that it can help reach the Paris Climate Agreement goals, as carbon dioxide in the air has been the main cause of the problem after all. However, the high cost of DAC currently means that it is not an option on a large scale and some believe that reliance on this technology would pose a risk as it may reduce emission reduction as people may be under the pretense that all of their emissions will simply be removed. 340 CU IDOL SELF LEARNING MATERIAL (SLM)

Image source: http://www.texasvox.org/direct-air-capture-co2-climate-solution-limitations/ Although we cannot reverse the negative impact of technology on the environment caused by industrialisation, many believe that new environmental technology, such as renewable energy combined with smart logistics and electric transport, has the potential to bring about the rapid decarbonisation of our economy and the mitigation of further detrimental harm. 14. 3 ECOLOGICAL IMPLICATIONS OF TECHNOLOGY 341 CU IDOL SELF LEARNING MATERIAL (SLM)

14.3.1 The Negative Ecological Impacts: One of the biggest problems the world faces today is the amount of energy that is consumed globally. With almost all of the world's businesses using computer technology to operate, the energy consumption of the industrial world is constantly on the increase. Countries such as the United States where the average employee works more than 40 hours a week, as a result, the energy consumption of a typical office in the United States is likely to be higher than that of an office in a country where the average work week does not exceed 40 hours. (Hayden and Shandra 576) Many offices run their computer systems on a mainframe server. This server is usually running 24 hours a day and is rarely shut down. To keep these servers from overheating, fans are installed within the hard drives. With the combined energy of the fans and the operation of the servers, the amount of energy being consumed is huge and results in a very high thermal count. According to the International Energy Agency or, IEA, around 4% of the world's energy consumption in 2008 was due to the mass use of information communications technologies. This figure is predicted to rise to an incredible 40% by the time the year 2030 arrives. By this time, the demands on the world's electricity sources will have also doubled globally and companies will need to have a viable solution to prevent computer technologies from being a major drain on the world's energy resources. As it currently stands, many of the world's organizations have not begun to actively look for greener more ecologically sound methods for producing the energy they need. Today, many of these companies are not thinking of ways to improve their carbon footprint, yet it is an issue that needs to be addressed sooner rather than later. But it is not just information communications technologies that have affected the ecology of the planet. A number of the ecological and environmental problems that are occurring are due to the rapid growth of new industrialized countries such as South Korea and China. (Jorgenson and Jorgenson 365) With so many countries now outsourcing their manufacturing to these industrialized nations, more and more factories are being constructed as a result. To run these factories, a large amount of energy consumption is needed as many of the factories operate 24 hours a day. The emissions these factories produce are amongst some of the highest in the world and contribute significantly to the amount noxious gases that pollute the air. (Hayden and Shandra 582) Industry aside, there are many other ways technology has had a negative, ecological impact on the world. In the modern home, there are numerous high technology gadgets designed to make our lives easier and more pleasant. These gadgets range from the microwave to the electric kettle to refrigeration. One of the largest contributors to gases in the atmosphere are the gases produced by the combustion process used to produce energy. (Williams 36) In the United States alone, 83% of this energy comes from a combustion process. (Williams 36) The combustion process is an effective way to produce energy for a wide range sources. The negative aspect of the combustion process however, is the amount of harmful gases that it produces. These gases can have a devastating impact on the ozone layer and contribute to 342 CU IDOL SELF LEARNING MATERIAL (SLM)

what is known as the \"Greenhouse Effect\". What this effect essentially does is add to the increase in the warm air that filters around the globe through air currents such as the Gulf Stream. (Kilian 366) Often referred to as a thermal balance, these warm air currents affect the climate and seasons. As a result, there can unseasonably warm winters or, cool summer periods. More devastatingly though, is the harmful effect the increased thermal balance has on the Poles. (Kilian 365) It is due to the increase in thermal balance that the Polar Icecaps are melting at an alarming rate, causing a significant rise in the world's oceans. This, as it is well known, has a ripple effect around the planet. The change in thermal balance can also be seen as contributing to the increased frequency of natural disasters as certain regions of the world experience more devastating floods, typhoons and a higher number of violent storms. Although it can be argues these changes in our weather systems have just as much to do with Mother Nature as technology. It is hard to ignore the correlation between the rise in technology use and the increased frequency of environmental disasters. 14.3.2 The Positive Ecological Impacts of Technology Despite the claims that technology is to blame for many of the world's ecological problems, technology has also served to improve the shape of our planet. Since the rise of technology in the workplace, numerous ICT companies have been designing \"greener technology\" to combat the detrimental effect that computers and their accompanying technology have on the environment. One of the best known organizations is the Green Grid. (Courtney 49) The Green Grid is an organization that consists of IT companies and professionals from around the world. (Courtney, p. 49) The Green Grid is devising ways to improve the way energy is consumed by IT oriented businesses and their offices. (Courtney 49) One of the biggest achievements of the Green Grid is the Power Usage Effectiveness or, PUE, metric system. This system records data center energy consumption. How it works is by recording the energy consumption of a data center or mainframe server every 15 minutes. By recording in these 15 minute increments it helps those monitoring the data to notice if there are any energy fluctuations and if the data center systems are using an adequate amount of energy. The long term goal of the Green Grid is to introduce a standard system that allows business managers and IT operatives to compare the amount of the energy they are consuming and if necessary resolve ways to reduce it. Another technology that is having positive impacts on the environment is low carbon technology. Low carbon technology is a form of technology that has been developed in China. Largely developed because of China's low carbon footprint in comparison to other developing countries, the low carbon technology aims to offset the amount of emissions polluting the air by using renewable fossil fuels. China is a low carbon economy for two main reasons. First, the number of people that own a car is far lower than the national average of a country like the United States. Currently the majority of China's inhabitants use public transport or bicycles to get around. Second is the 343 CU IDOL SELF LEARNING MATERIAL (SLM)

high amount of renewable fossil fuels that the country utilizes in its factory productions. (Xie 1594) Fossil fuels are used because of their high energy efficiency and their extremely low emissions. Carbon is not emitted when fossil fuels are used and therefore, many of the Chinese factories run on renewable energy that is created from fossil fuels. (Xie 1594) For other countries to develop effective low carbon technologies, they will need to have a different approach to their resources than China. This is because many of the other countries will have different environments and different natural resources to hand. (Xie 1595) China's main resource is its extensive supply of coal which it readily burns as a source of renewable fossil fuel. China has a rich resource of renewable energy and is able to not only exploit its coal resources for the time being, but also its large amount of renewable hydroelectricity. (Xie 1595) These renewable resources, if managed properly will go a long way into creating a low carbon future for China. (Xie 1596) Other countries can also diversify into new low carbon options, thanks to the advances in technology. Bio-fuels, solar power and wind power are no longer science fiction but science fact. They are more than capable of replacing some of the energy resources currently used that produce harmful gases. (Xie 1596) These new developments towards a low carbon future are only possible through our advancements in modern technology and are one way that technology is having a positive and beneficial effect on the environment. One obvious way that technology is helping the ecology of the planet is by reducing the need for paper. With the ever increasing use of email and electronic communication, paperless offices are now a common occurrence in companies. (Jorgenson and Jorgenson 364) Reducing the need for paper in turn reduces the demand for logging and deforestation, allowing richer lands to create a smaller footprint. (Kilian 366) The development of green technologies such as PC power management systems and multi-function devices allows a business that relies heavily on technology to reduce the amount of energy it consumes. An office can become more environmentally sound if it employs many of the new energy reducing technologies that are readily available and incorporates them with or eco-friendly practices such as turning off excess lights and using less paper. Jorgenson and Jorgenson 365) According to current statistics, putting energy management systems into practice can save a company a huge amount in energy consumption. (Courtney 50) For example, a company consolidates its 100 physical computer servers into less than 20 servers that operated virtual server software. It not only saves potentially hundreds of thousands of dollars in server replacements and repairs, it also saves over 600,000 kilowatts of energy. Another example is the replacement of laser printers with multi-function devices. Multi- function devices usually incorporate a printer, fax machine and photocopier all in one system. This not only saves space but saves the amount of electronic hardware that is permanently on standby in an office. (Courtney 51) Using five multi-function devices in an office instead of five printers, a photocopier and a fax machine are going to enable the office to be more productive and save the company even more in energy consumption. (Courtney 51) This is because instead of a minimum of 7 different machines being on permanent standby, the office 344 CU IDOL SELF LEARNING MATERIAL (SLM)

will have a maximum of 5 on standby. This is enough to make a significant difference in the office power consumption and also enables more than one person at a time to fax or photocopy. (Courtney 51) Also the amount of repair costs will be reduced as only one product would necessarily need replacing or fixing instead of a potential of 3 different products. As a result of the increase in the various forms of technology, there are many positive and negative ecological impacts on the planet. Through the rise in modern technology and increase in globalization, there is a high increase in energy consumption. This in turn has devastating effects on the planet's climate and air quality. However, without modern technology there would not be the capability to improve energy management systems or to develop environmentally friendly products such as bio-fuels. To make a progressive step towards reducing the amount of damage technology does to the environment, it is necessary to find ways to manage new technology responsibly so that it can continue to have positive ecological impacts. 14.4 SUSTAINABLE DEVELOPMENT. 14.4.1 Definition and Principles: Definition of Sustainable Development: The World Commission on Environment and Development (the Brundtland Commission) in its report to the United Nations in 1987 defined sustainable development as meeting the needs of the present without compromising the ability of future generation to meet their own needs. Agenda 21, adopted during the United Nations Conference on Environment and Development (UNCED) called Earth Summit held in Rio de Janeiro in Brazil in 1992 is a blue print on how to make development socially, economically and environmentally sustainable. Principles of Sustainable Development: The Rio Declaration on Environment and Development fleshes out the definition by listing 18 principles of sustainability: 1. People are entitled to a healthy and productive life in harmony with nature. 2. Development today must not undermine the development and environment needs of present and future generations. 3. Nations have the sovereign right to exploit their own resources but without causing environmental damage beyond their borders. 4. Nations shall develop international laws to provide compensation for damage that activities under their control cause to areas beyond their borders. 5. Nations shall use the precautionary approach to protect the environment. Where there are threats of serious or irreversible damage, scientific uncertainty shall not be used to postpone cost-effective measures to prevent environmental degradation. 345 CU IDOL SELF LEARNING MATERIAL (SLM)

6. In order to achieve sustainable development, environmental protection shall constitute an integral part of the development process and cannot be considered in isolation from it. 7. Eradicating poverty and reducing disparities in living standards in different parts of the world are essential to achieve sustainable development and to meet the needs of the majority of people. 8. Nations shall cooperate to conserve, protect and restore the health and integrity of the Earth’s ecosystem. The developed countries acknowledge the responsibility of sustainable development. 9. Nations should reduce and eliminate unsustainable patterns of production and consumption and promote appropriate demographic policies. 10. Environmental issues are best handled with the participation of all concerned citizens. Nations shall facilitate and encourage public awareness and participation by making environmental information widely available. 11. Nations shall enact effective environmental laws and develop national law regarding liability for the victims of pollution and other environmental damages. Where they have authority, nations shall assess the environmental impact of proposed activities that are likely to have a significant adverse impact. 12. Nations should cooperate to promote an open international economic system that will lead to economic growth and sustainable development in all countries. Environmental policies should not be used as an unjustifiable means of restricting international trade. 13. The polluter should, in principle, bear the cost of pollution. 14. Nations shall warn one another of natural disasters or activities that may have harmful transboundary impacts. 15. Sustainable development requires better scientific understanding of the problems. Nations should share knowledge and innovative technologies to achieve the goal of sustainability. 16. The full participation of women is essential to achieve sustainable development. The creativity, ideals and courage of youth and the knowledge of indigenous people are needed too. Nations should recognize and support the identity, culture and interests of indigenous people. 17. Warfare is inherently destructive of sustainable development. Nations shall respect international laws protecting the environment in times of armed conflict and shall cooperate in their further establishment. 18. Peace, development and environmental protection are interdependent and indivisible. 14.4.2 Parameters of Sustainable Development: The goal of sustainable development is an outcome achieved through joint effort among several inter-related parameters and requiring coordination at both vertical and horizontal levels. There exists dynamic triangular relationship among three keys viz., Environmental, Economic and Social parameters. 346 CU IDOL SELF LEARNING MATERIAL (SLM)

The people centred at social parameter forms the broad base of triangle as active public participation holds an instrumental role. The interrelationship between population, environment and development is complex. Besides key factors, efficient manpower capacity building, institutional strengthening, including strong political will and effective implementation/monitoring mechanism play equally important role for successful outcome of sustainable development. Following parameters may be considered: 1. Environmental Sustainability: Environmental sustainability relates with maintenance of carrying capacity of natural resource base and life support systems. This emphasizes on area of conservation of biodiversity hot spots, increase in forest cover, watershed protection and adoption of holistic approach. Equally important are reduction of environmental threats, environmental pollution and using environment friendly clean and green technologies to mitigate local to global level environmental problems such as biodiversity loss, climate change from an inter-generational equity perspective. 2. Economic Sustainability: Economic sustainability provides important energy source like a battery to secure environmental and social sustainability. This emphasizes on promotion of economic self- sustenance of development projects through measures like adequate budgeting, budget transparency and financial incentive. The focus area includes; alleviation of poverty, increase in per capita income, promotion of income generating activities including off farm employment and green micro-enterprises, establishment of mechanism of fair sharing of benefit and natural resource accounting. 3. Social Sustainability: Social sustainability focuses on upgrading human environmental quality of life with fulfilment of basic needs and transforming man from most dangerous animal to most important creative resource. It emphasizes local communities to be well informed on sustainable ways of resource utilization. It ensures active public participation at various level of development activity, collaborative efforts in conservation and development activities, improvement in public health, education and basic need, reduction of conflict among stakeholders on resource use. This will be derived through upgrading public environmental awareness, enhanced gender equity and self- confidence among local community with an emphasis on economically disadvantaged/marginalized groups. 347 CU IDOL SELF LEARNING MATERIAL (SLM)

4. Institutional Sustainability: Plans and programmes without action represent futile exercise. Strict implementation and monitoring of relevant environmental policies, plans, laws, regulations and standards is indispensable to attain the goal of sustainable development. There should be adequate skilled and motivated manpower and strong institutional capacity to address environmental and social sustainability. Focus area lies to achieve environmental quality of life such as reduced air, water, soil, noise pollution to accepted level of international standard and public confidence to get involved in environmental conservation activities. Institutional strengthening of project management should be efficient to deal with environmental problems having local, national, regional to global level significance and including legally binding world conventions and treaties. 14.4.3 Challenges of Sustainable Development: Sustainable development that fulfils people’s needs of the present and future generations require radical improvements in eco-efficiency and fundamental renewal in technological systems. Since fundamental renewal system takes several decades to move from concept to market, it is imperative that we initiate renewing innovations in the shortest possible time to allow sufficient time to meet this challenge. Improving eco-efficiency, which will remain an essential element of sustainable developments, is unlikely to suffice in the long run for two reasons: The report on sustainable development in our common future identifies three leading interconnected principles viz. environmental efficiency, inter and intra-generational social justice and participation in decision making. Although the assumed growth of welfare includes rebound effects, this cannot be prolonged endlessly. Also eco-efficient growth will, in the long run, meet the earth limits. Systems renewal therefore is a concept integrating technological, cultural and structural elements (Table 1). Table 14.1: Global Challenge of Sustainable Development 348 Dimensions of Challenge: CU IDOL SELF LEARNING MATERIAL (SLM)

Three interacting dimensions of challenge can be distinguished for achieving more sustainable patterns of development: 1. Interwovenness of Culture-Structure-Technology: Improvements in eco-efficiency should help fulfil people’s needs better. Achieving this goal will require intensive interacting changes in culture (institutional), structure and technology. a. Culture refers to justifying nature, conditions and volume of societal needs to be fulfilled (sufficiency). b. Structure refers to the ability of the economic and institutional organisations to fulfil justified needs (effectiveness). c. Technology provides the technical means to fulfil needs (efficiency). 2. Approaches: Optimisation, Improvement and Redesign-Renewal: Improvements in eco-efficiency must fit with the time frame for decision making and H2O actions that are accepted in firms and governments. This reflects an approach that fosters transitions along three parallel tracks (Fig. 14.3.1). Fig 14.1 Different approaches for sustainable development and their effect on eco- efficiency. (i) System optimization. It involves changes in operational processes through quality management, maintenance, auditing, efficiency drives etc. at time scales up to 5 years and with an expected effect on eco-efficiency ranging up to a factor of 1.5. (ii) System improvements that leave fundamental structures and technologies unchanged but produce incremental changes through revision, reorganisation, redesign at time scales from 5 to 20 years and with an expected effect on eco-efficiency from a factor of 1.5 up to 5. (iii) System renewal through jump-like changes that grow out of long term research and affect structure, culture and technology fundamentally at time scales of over 20 years (Fig. 14.4.2). 349 CU IDOL SELF LEARNING MATERIAL (SLM)

Fig 14.2: Divergence and Convergence in system renewal for different levels of exploration Here IP- Illustration Process Such drastic renewal of technology demands redefinition of existing technology, development approaches and designing new ones at a scale that can increase eco-efficiency by a factor of 5 to 50. 3. Parties Involved: The challenge of system renewal can only be realised through co-operation between relevant stake holders such as: (i) Government bodies, (ii) Private production parties, (iii) NGO’s including consumers and local communities, (iv) Science and technology. These parties act in their own arena and keep accounts in their own currency (Table 14.4.2). To ensure broad participation in system renewal, stake holders should be able to recognise the possibility of profit. Table 14.2: Arena and Currencies for parties in sustainable development Relevant aspects with respect to sustainable development of these parties include control, planning (government), exploration of opportunities (private parties), norm setting (NGO’s), analysis (science and technology). Interaction among these dimensions of challenge results in different characterizations of actions and involved actors as shown in Table 14.4.3. 350 CU IDOL SELF LEARNING MATERIAL (SLM)