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A Study of Green Marketing Practices in Indian Companies

Author

Listed:
  • Bhimrao Ghodeswar

    (National Institute of Industrial Engineering, Mumbai, India)

  • Prashant Kumar

    (National Institute of Industrial Engineering, Mumbai, India)

Abstract

The article aims to study green marketing practices and to identify what determines green marketing orientation for a company. A questionnaire-based survey method was adopted for the data collection from 220 companies in India. The data were analyzed using exploratory and confirmatory factor analyses. Further, the proposed hypotheses were tested using structural equation modeling. Product design innovations, responsible sourcing, recycling practices, price setting behaviour, ethical standards, responsible advertising, green communication practices, building green product credibility and consumer engagement practices were identified as core green marketing practices that determine green marketing orientation. Results of the study offer the elements of green marketing mix and a broad understanding of green marketing orientation. The study is limited for not making substantial inferences between different industries or specific company types. Results of the study enable green marketers to understand the ways of developing environmental orientation of their marketing activities aimed to produce profitable exchanges through increased levels of adaptation to the market. The study makes significant contribution in developing multi-disciplinary approach for conceptual development in green marketing and is one of its own kinds to study green marketing orientation.

Suggested Citation

  • Bhimrao Ghodeswar & Prashant Kumar, 2014. "A Study of Green Marketing Practices in Indian Companies," International Journal of Applied Management Sciences and Engineering (IJAMSE), IGI Global, vol. 1(2), pages 46-64, July.
    • Handle: RePEc:igg:jamse0:v:1:y:2014:i:2:p:46-64
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    Cited by:

    1. Joseph Elmer G. Noval, 2023. "Green Marketing Practices and Corporate Social Responsibility as Predictors of Organizatonal Commitment among the Selected Food Manufacturing Companies in Davao City," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(9), pages 914-929, September.
    2. Maziriri E T & Chinomona E, 2016. "Modeling the Influence of Relationship Marketing, Green Marketing and Innovative Marketing on the Business Performance of Small, Medium and Micro Enterprises (SMMES)," Journal of Economics and Behavioral Studies, AMH International, vol. 8(3), pages 127-139.
    3. Sara Jassim & Muneer Al-Mubarak & Allam Hamdan, 2020. "The Impact of Green Supply Chain Management on Firm’s Performance," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 19(01), pages 1-16, March.

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