An Empirical Study on Factors Influencing Effectiveness of Green Marketing

Abstract

Green marketing is the practise of promoting goods and services in an environmentally friendly manner, and it is currently in its infancy. This concept of green marketing is extensively welcomed by everyone. To bring justice to the decisions of various national and international agencies, it has become necessary to develop ethical guidelines. This will not only promote green marketing activities among producers and consumers, but it will also ensure that everyone participates to the necessary extent. The importance of social marketing in protecting the environment and taking action to enhance quality of life should be understood by marketers. Social marketing focuses on issues like reducing environmental pollution, protecting vanishing issues that include reducing environmental pollution, protection of natural resources. The study was conducted among 247 respondents and aims at identifying the effectiveness of green marketing.