Request pdf on researchgate | characteristics of research on green marketing | this paper aims to describe and analyze the main characteristics of articles on green marketing published in the most.
Green marketing is not for everyone, so companies must weigh whether their consumers are more - or less - motivated to make purchases or be loyal to a brand by green practices. Sharma sc and bagoria h, “green marketing: a gimmickor the real deal”, international journal of research in finance & marketing, vol 2, issue 2, feb 2012 3 mishra p and sharma p, green marketing in india: emerging opportunities and challenges, journal of engineering, science and management education, vol-3, 2010. Results of regression analysis reveals the view that overall green values, awareness about green products and practices and the perception regarding seriousness of marketing companies towards green marketing had positive significant impact on consumer persuasion to buy and prefer green products over conventional products.
Research opportunities to advance the marketing discipline given that green research in other academic disciplines exceeds the attention given to green strategies in the. In the many reviews of green marketing and environmental strategies (chamorro et al, 2009 kilbourne and beckmann, 1998leonidou and leonidou, 2011mcdonagh and prothero, 2014), it is suggested that the focus of most research has been on developed countries.
Effective green marketing requires not only the ability to communicate a green message, but also the ability to research, analyze, plan, and coordinate the diverse components of that message in a profit-driven business environment. In view of growing importance of green marketing, an attempt is made in this paper to understand the concept of green marketing its importance and strategies required for its promotion keeping in view obstacles in its way 2 objectives of the study: to introduce the definition and concepts of green marketing. What is green marketing - definition & characteristics do any of these examples give you an idea what is meant by green marketing no, it's not the color green, specifically, but the use of. However, green marketing isn’t a smart choice for every company if customers aren’t interested in products’ green benefits, or a company’s sustainability initiatives, a green marketing message isn’t going to drive brand loyalty or purchasing decisions, so it shouldn’t play a role in the marketing messages. Green marketing strategies: an examination of stakeholders and the opportunities they present marketing research on green marketing strategies in other words, we offer a tangible guide as to.
Stakeholders in green marketing strategy based on marketing literature, stakeholders play one of the most influencing roles in any organization and market , , , [17. Environment indeed green marketing is a type of marketing that aims to reduce our affects on the environment by design, produce, packaging, labeling and consumption2 green marketing has concentrated on product (packaging and labeling) and incentive strategies in recent years.
Green marketing is the process of marketing with the focus on a balanced ecology this paper discuss some aspects of green marketing with reference to india key words- green marketing , green consumer, ecology environment, natural resources, eco-friendly.