Green Marketing Strategies and the Influence of Customer Behaviour on Green Products

R. Shanmugam (), Prathamesh Nadkarni and Manisha Pipariya
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R. Shanmugam: JSPM University, Associate Professor, Faculty of Business Management & Commerce
Prathamesh Nadkarni: JSPM University, Assistant Professor, Faculty of Business Management & Commerce
Manisha Pipariya: ADYPU University, Assistant Professor, School of Management

A chapter in Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024), 2024, pp 509-517 from Springer

Abstract: Abstract With the deterioration of our natural surroundings and depleting resources globally, more number of nations are now actively looking out for various avenues to balance and maintain a positive and sustainable environment, industries and business need to be more careful and look for creation of new and disruptive technologies, with these technologies and strategies, they are a pushing for a green economy with the message being loud and clear about adoption and harnessing this new technology and process. One of the critical reasons for this study would be to understand how Green Marketing is affecting businesses globally and its impact on changes in consumer’s behavior and also to learn about people’s perceptions of green marketing and their level of awareness of the environmental contributions provided by the industries, with more companies being aggressive in its own expansion schemes, the exploitation of natural resources is inevitable, more number of companies are now able to access more advanced technologies and with the development of IT and Technology, competitors are now even more engaged in fierce rivalries, it doesn’t help that with more money and resources, the population has been one of the many reasons for quick and drastic decrease in natural resources. With green house gas emissions and degradation of land, acid rains, there has been active global warming and it has lead to complications in Ozone layer,declining forest cover, there has been an active reduction in the biodiversity and many of the species have now become endangered and many extinct, due to the loss of natural habitat, what’s worse is that we all are aware and still choose to look the other way, other than attend summits and talk, we are not taking effective steps to address these pressing challenges, what’s heartening is that globally at least there has been outpouring on defending “planet Earth”, which has sparked green movements all over and marketers have become environmentally conscious, there has now more demand than ever for green products as more number of consumers are environmentally sensitive. The transformation to green products is not just a company initiative, but all stake holders such as shareholders, partners, employees and the media have played an active role, in some cases restrictions by the government have had positive impact, we have truly evolved from business friendly to consumer and environmentally friendly.

Keywords: Green Marketing; Strategy; Consumer Behavior; Green Product; Eco-marketing (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-433-4_38

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