Media Richness Theory (MRT) Model: An Implication for Immersive World Toward Effective Green Communication Generating Green Marketing Awareness Among FMCG Retailers

Green Marketing Practices (GMP) are those eco-friendly actions that have minimal or no negative impact on the environment. In the era of sustainability, green marketing has emerged as a solution where climate change is on urge to become irreversible as per IPCC (Intergovernmental Panel on Climate Change) reports (Fiona Harvey in Scientists deliver ‘final warning’ on climate crisis: act now orit’s too late. Retrieved from The Guardian: https://www.theguardian.com/environment/2023/mar/20/ipcc-climate-crisis-report-delivers-final-warning-on-15c , 2023). It is not only about practicing green marketing but to effectively communicating those practices among the stakeholders of the company. Consumers are the most significant stakeholders upon whom the success of these practices depends. To make an effective consumption of green products among consumers, it is necessary to make their respective retailers aware of green marketing practices. Marketing among retailers involves various modes of information supply such as brochures, direct mail, newspapers, advertisements on radio, event marketing, social media marketing, e-commerce portals, etc. Retail marketing has its significance and contribution to effectively solving doubts of consumers and boosting sales. The present study tried to analyze the significant modes of information supply and their contribution in generating awareness for green FMCG retailers of Gujarat; to identify the most contributing mode of information supply; and to build an immersive communication model using MRT for generating awareness about green marketing practices with special reference to FMCG retailers of Gujarat. A descriptive research design is adopted in Gujarat with a semi- structured schedule to collect data among 100 FMCG retailers of Gujarat through convenience sampling. The data collected is analyzed using Frequency Distribution and Multiple Regression. After analyzing the effectiveness of various modes of information supply, the results derived that majority of the retailers are unaware of green marketing practices. The results emphasized upon unreached communication. The IMRT model for experiential green communication proposed in the findings of the study can help in fulfilling the communication gap between stakeholders and can contribute in generating awareness regarding green marketing practices. IMRT suggests that immersive green advertisement, immersive social media, and face-to-face communication via wholesalers/dealers are the richer media and have a significant impact on awareness of green marketing practices. Immersive Media Richness Theory can effectively add the experience that the green message consists of. The realization of climate change and the need of green products’ adoption in the lifestyle can reach more effectively.