Evaluating the emerging opportunities and challenges from green marketing practices among Indian manufacturing industries

In: Business strategy and development, Band 5, Heft 3, S. 142-152

Abstract

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.