Green Marketing: Sustainable Business Growth

Abstract

In recent years, the concept of green marketing has emerged as global concern and it has dragged attention of end users, translated into policy formulations and passed to the manufacturers and marketers. Green marketing is no more a matter of choice, rather it is utmost necessary to recalibrate our manufacturing and marketing practices as well as usage behavior in order to keep the our earth healthy and sustainable for long run. It is joint responsibility of every stakeholder to pay a premium for a healthy ecosystem. India, home to world’s second largest population does relatively more industrial and logistic activities and hence, green marketing needs more attention. With the technological advancements, it has become utmost priority to develop green technologies and products that are ecological in order to minimize industrial and electronic waste for sustainable growth and development. Using a sample of 300 customer survey data and applying techniques of PCA and FA, this study attempts to identify factors which contribute to the green marketing and sustainable development in India. The Green marketing revolution becomes even more important for countries like India which inhabit a large population and hence higher production and consumption of goods leading to more electronic and industrial waste. We have identified certain factors that contribute to green marketing efforts and sustainable development in our country.