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AbstractGreen issues have become imperative to business decision‐makers as industries face intensifying public sensitivity, stricter regulation, and mounting stakeholder pressures engrossed in preserving the natural environment. This increasing pressure is forcing businesses to the adoption of green marketing practices. In an attempt to revisit present‐day severe environmental issues, this paper studies the significant role of green process innovation in the Indian context. Data was collected from 400 manufacturing firms and was analyzed using the appropriate statistical tools to validate the model. The results suggest green process innovation plays a significant role in the relationship between green marketing practices and firm market performance. The findings contribute to the theory of the green marketing concept. Since this study's results expand the existing literature on the adoption of green marketing practices, valuable insights can be endowed to businesses and regulators for preserving the natural environment by considering green process innovation. Further, it offers wide‐ranging implications for managers, marketers and policymakers, which can help them improve their business operations and provide them with a competitive advantage over their competitors.

AbstractThe purpose of this paper is to examine and compares perceptions, initiatives, and challenges perceived by manufacturing industries in India in respect of green marketing. The data were collected from a sample of 700 manufacturing industries employing a random sampling method. The present study results found that there is a high degree of acceptance of green marketing in the Indian industry, irrespective of the sector. The exploratory factor analysis extracted four factors that show green marketing practices: environmental concern, green promotional initiatives, green customer trust, and green marketing challenges. The findings suggested that all sample industries are concerned for the environment and believe that green marketing is significant for sustainable development. The study suggests that businesses should view protection of the environment as a market opportunity rather than solely as a means of complying with mounting environmental challenges and regulations. Green marketing should become the norm rather than the exception in a developing country like India. It can save the globe from environmental degradation and contribute to the long‐term growth of industries.

AbstractGrowing environmental issues and rising concerns about sustainable development are rapidly shifting the traditional marketing and forcing organisations to practice green marketing mix. In an attempt to revisit present‐day environmental issues which are related to the industry, this paper provides a glimpse about the nature of green marketing mix in the Indian context. To validate the model, data were collected from 450 firms and was analysed using an appropriate statistical tool. The results identified four factors for green marketing mix scale: (a) Green Solution, (b) Green Information, (c) Green Value and (d) Green Access. The findings contribute to the theory of green marketing concept. The study is expected to provide valuable insights into the green marketing mix for the industry, which can be of immense help to local and global marketers. Further, it provides a wide‐ranging scale for the academic researchers who want to explore the green marketing mix in different organisational settings as a base for future study.

AbstractThe research was undertaken to study the influence of demographics, especially gender, age, education, and income, on the green purchase decisions of Indian consumers. The structured close‐ended questionnaire was distributed among millennials (graduate, post‐graduate, and doctorate students) in educational institutions in the UT of Jammu and Kashmir. A total of 700 students participated in this study employing stratified random sampling. ANOVA and t‐tests were used to analyze the data. The study results show that education and income significantly influence while Age and gender do not significantly influence the green consumer behavior of young Indian consumers. The insights in this study will be helpful to green marketers as they develop strategies for Indian consumers of various genders, age groups, educational backgrounds, occupations, and socioeconomic levels. Future academics and researchers might adopt this work as a starting point to further explore the idea of green marketing in India.