Green Marketing: Sustainable Business Growth
Chandni Seth1, Nimish Gupta2
1Chandni Seth, Research Scholar at Amity Business School, Amity University, Lucknow, India.
2Dr. Nimish Gupta, Associate Professor, Amity Business School, Amity University, Lucknow, Uttar Pradesh, India.

Manuscript received on January 05, 2020. | Revised Manuscript received on January 25, 2020. | Manuscript published on January 30, 2020. | PP: 4275-4285 | Volume-8 Issue-5, January 2020. | Retrieval Number: E7014018520/2020©BEIESP | DOI: 10.35940/ijrte.E7014.018520

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Abstract: In recent years, the concept of green marketing has emerged as global concern and it has dragged attention of end users, translated into policy formulations and passed to the manufacturers and marketers. Green marketing is no more a matter of choice, rather it is utmost necessary to recalibrate our manufacturing and marketing practices as well as usage behavior in order to keep the our earth healthy and sustainable for long run. It is joint responsibility of every stakeholder to pay a premium for a healthy ecosystem. India, home to world’s second largest population does relatively more industrial and logistic activities and hence, green marketing needs more attention. With the technological advancements, it has become utmost priority to develop green technologies and products that are ecological in order to minimize industrial and electronic waste for sustainable growth and development. Using a sample of 300 customer survey data and applying techniques of PCA and FA, this study attempts to identify factors which contribute to the green marketing and sustainable development in India. The Green marketing revolution becomes even more important for countries like India which inhabit a large population and hence higher production and consumption of goods leading to more electronic and industrial waste. We have identified certain factors that contribute to green marketing efforts and sustainable development in our country.
Keywords: Green Marketing, Electronic Waste, Industrial Waste, Sustainable Development, Business Environment.
Scope of the Article: Smart Learning Methods and Environments.