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Factors Affecting Green Marketing: An Empirical Study


Affiliations
1 Assistant Professor, PG Dept. of Commerce and Business Management, Doaba College, Jalandhar, India
2 Assistant Professor, PG Dept. of Commerce and Business Administration, SSSS College of Commerce for Women, India
 

As green marketing has become an essential tool for business survival, so worldwide companies are adopting green marketing practices to achieve better business performance. Similarly, Indian consumer durables marketing firms are gradually adopting green marketing practices and ideologies. The inculcation of ‘green marketing practices’ in consumer durable goods foresee a long journey from product based certification to changes in features, supply chain, raw material choices, packaging based innovations and retail based advertising options. Hence, there are so many factors which affect green marketing. So, the current study is an attempt to shed light on the same issue. A questionnaire was framed based on review of literature and distributed among the manufacturers who have adopted green marketing practices in Punjab. Factor Analysis was applied on the collected information. 11 factors have been extracted and some suggestions were made with regard to the current study.

Keywords

Green, Marketing, Practices, Punjab, Companies
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  • Factors Affecting Green Marketing: An Empirical Study

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Authors

Nitasha Sharma
Assistant Professor, PG Dept. of Commerce and Business Management, Doaba College, Jalandhar, India
Tina Vohra
Assistant Professor, PG Dept. of Commerce and Business Administration, SSSS College of Commerce for Women, India

Abstract


As green marketing has become an essential tool for business survival, so worldwide companies are adopting green marketing practices to achieve better business performance. Similarly, Indian consumer durables marketing firms are gradually adopting green marketing practices and ideologies. The inculcation of ‘green marketing practices’ in consumer durable goods foresee a long journey from product based certification to changes in features, supply chain, raw material choices, packaging based innovations and retail based advertising options. Hence, there are so many factors which affect green marketing. So, the current study is an attempt to shed light on the same issue. A questionnaire was framed based on review of literature and distributed among the manufacturers who have adopted green marketing practices in Punjab. Factor Analysis was applied on the collected information. 11 factors have been extracted and some suggestions were made with regard to the current study.

Keywords


Green, Marketing, Practices, Punjab, Companies

References





DOI: https://doi.org/10.23862/kiit-parikalpana%2F2022%2Fv18%2Fi2%2F216382