Role of Green Marketing Practices in Small and Medium Enterprises: A Study of Agra Region

Abstract

Small and Medium Enterprises are planning to change their working style as well as diversifying their activities for their survival in this competing environment through green marketing practices. These green marketing practices provide the better results to the small and medium enterprises and develop separate line to create green-friendliness or ecofriendly in the consumer market. In “the present study consumers have environment friendly approach and that are presumed to be green like energy-efficient appliances, organic items, natural paints, recyclable product, and phosphate free detergents. Green trust refers to the process of doing business based on environmental benefits by reducing environmental degradation. Such products are marketed and processed in an environmental friendly manner. Although a good research work on green trust has been conducted across the globe; little academic research has been carried out in India especially in Agra region of Uttar Pradesh. Indian marketers are also realizing the impact of the green trust on marketing. All together these efforts develop opportunities for firms in the Indian economy. The main aim of this research study is to investigate that entire factor about green marketing practices as well as the role perform by these practices in small and medium enterprises in Agra region of Uttar Pradesh” in Northern India which provide support and identity to them to stand in the market.