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Green Marketing: An Attitudinal and Behavioural Analysis of Indian Consumers
Abstract
Environmentalism has fast emerged as a worldwide phenomenon. Business firms too have risen to the occasion and have started responding to environmental challenges by practising green marketing strategies. Green consumerism has played a catalystic role in ushering corporate environmentalism and making business firms green marketing oriented. Based on the data collected through a field survey, the paper makes an assessment of the extent of environmental awareness, attitudes and behaviour prevalent among consumers in India and lists implications of the study findings for the government and non-governmental organizations engaged in marketing of green ideas and products in the country. In the concluding section, limitations of the study have been discussed and suggestions provided for undertaking more thorough investigations in the area.
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Citations
Cites
Green consumers in the 1990s: Profile and implications for advertising
Roberts, J. A. (1996) · Journal of Business Research · doi:10.1016/0148-2963(95)00150-6 · Cited by 1,603
An Introduction To Green Marketing
Polonsky, M. J. (1994) · Electronic Green Journal · doi:10.5070/g31210177 · Cited by 707
Cited by
Predicting green product consumption using theory of planned behavior and reasoned action
Paul, J., Modi, A., & Patel, J. (2016) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2015.11.006 · Cited by 2,399
Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers
Jaiswal, D., & Kant, R. (2018) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2017.11.008 · Cited by 846
The effects of consumer attitude on green purchase intention: A meta-analytic path analysis
Zaremohzzabieh, Z., Ismail, N., Ahrari, S., & Abu Samah, A. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2020.10.053 · Cited by 312
What do we mean by sustainability marketing?
Kemper, J. A., & Ballantine, P. W. (2019) · Journal of Marketing Management · doi:10.1080/0267257x.2019.1573845 · Cited by 282
Varshneya, G., Pandey, S. K., & Das, G. (2017) · Global Business Review · doi:10.1177/0972150916668620 · Cited by 214
Metadata
- Authors
- Jain, S. K., & Kaur, G.
- Venue
- Global Business Review
- Publisher
- SAGE Publications
- Published
- 2004-08
- Volume
- 5
- Issue
- 2
- Pages
- 187-205
- ISSN
- 0972-1509 (ISSN-L)
- 0973-0664
- OpenAlex
- W2105572499
- Cited by
- 210
- References
- 2
- FWCI
- 1.19
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
