Green marketing innovations in small Indian firms

Abstract

Purpose – The purpose of this paper is to explore green marketing innovations in small Indian firms which serve as decisive dimensions for developing green identity of small firms in the market. Design/methodology/approach – Data were obtained by interviewing marketing managers for green products in small Indian firms. Findings – Six categories of green marketing innovations are identified – marketing compliance, marketing strategic partnership, marketing environmental commitment, marketing green team, marketing benchmarking and marketing (environmental) ethical behaviour. Research limitations/implications – Though limited to small Indian firms, this study determined their distinct green marketing approaches and innovations. Practical implications – The distinct green marketing approaches and innovations determined indicate that contemporary marketing innovations and decisions have moved beyond limited alternatives predetermined by product and market definitions, and downstream market-related activities such as advertising, packaging, selling or distribution, and are now based on compliance, commitment and leadership in context of small firms. Originality/value – This study is unique to employ natural resource-based view theory in context of determining green marketing innovations in small firms.