Determinants of Green Marketing Leading to Sustainable Competitive Advantage for Retailers Within the Delhi Region

Greenhouse gases released in the atmosphere are responsible for the prevalent alarming situation around the globe. To combat this situation, green marketing was adopted by the entire supply chain. Retailers being a part of the supply chain retaliated by introducing green products in their product line. They pressurized intermediaries and manufacturers to upgrade their upstream performance of green marketing as well as influenced consumers to buy environment friendly and sustainable products. Their role as mediators between manufacturers and consumers created a positive response towards green marketing, which is evident in the literature. However, there was an existing gap regarding which factors provide the retailers a sustainable competitive advantage for selling green products. The rationale for the study was to pin down the factors that resulted in a sustainable competitive advantage for retailers. A survey was conducted with a structured questionnaire using the 5 - point Likert scale. Out of 575 respondents who participated in the study, 496 validated responses were obtained from Delhi region. The data were analyzed by using confirmatory factor analysis. The findings of the research revealed 10 factors that resulted in sustainable competitive advantage for retailers within the Delhi region. The factors identified are : Eco Friendly Procurement, Green Communication, Eco Friendly Positioning, Eco Friendly Design, Eco Friendly Packaging, Green Pricing, Green Consumer, Green Label, Packaging Material, and Accessibility. The outcomes of the research are competent for the entire supply chain, especially the retailers. They should strategically work on the factors obtained from this study to achieve profits and satisfied consumers, protect the environment, and attain a sustainable competitive advantage.