Paper Title
IMPACT OF GREEN MARKETING ON CONSUMER DURABLE PRODUCTS
Article Identifiers
Authors
Sumit Sharma , Dr. Anjani Kumar
Keywords
Green Marketing, Green Business, Consumer Durable Goods, Green Products
Abstract
Green marketing is a new concept which has developed particular importance in the modern market. There have been radical changes in the consumer behaviour and lifestyle in the last few decades. The changing attitude of consumers, stiffer government policy, increasing pressure from competitors and cost associated with following green marketing practices led to more and more green marketing practices by firms producing consumer durable products in India. The literature has confirmed that green business practices help organization to fulfil its profit objectives at the same time fulfilling consumers' requirements and minimizing the detrimental impact on environment. Still, all organizations in consumer durable goods do not follow the same green business practices, but at smaller or larger extents, due to lack of effectiveness of green business practices. The basic objective of this paper is to develop the essentials that lead to effectiveness of green marketing practices by firms operating in consumer durable products in India. This study is based on primary data collected from 218 respondents, selected on the basis of simple random sampling with the help of a well-structured questionnaire consisting of close ended questions. The data were analysed with percentage, mean and pie charts. The finding of the paper reveals the concept, importance, challenges and the efficacy of green marketing on consumer durables products. It also includes possible improvements that can be practiced by the companies dealing in green products in India.
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How To Cite (APA)
Sumit Sharma & Dr. Anjani Kumar (October-2023). IMPACT OF GREEN MARKETING ON CONSUMER DURABLE PRODUCTS. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 8(10), a54-a64. https://ijnrd.org/papers/IJNRD2310008.pdf
Issue
Volume 8 Issue 10, October-2023
Pages : a54-a64
Other Publication Details
Paper Reg. ID: IJNRD_206152
Published Paper Id: IJNRD2310008
Downloads: 000121991
Research Area: Commerce
Country: Mirzapur, U.P., India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2310008.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2310008
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Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)
ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016
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This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition
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Current Issue: Volume 10 | Issue 10 | October 2025
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