Building Sustainability Into The Heart Of Green Marketing

Abstract

Global warming, climate change, pollution, and unsustainable consumption patterns are just a few of the environmental challenges that have increased consumer sensitivity and awareness. Only when green products initially satisfy important customer requirements like affordability, convenience, performance, and quality consumers will purchase green products.

Purpose:  The study's goal is to comprehend and evaluate the ways in which green supply chain management activities benefit all parties involved in the supply chain, including customers. For long-term outcomes, their purchasing habits regarding environmentally friendly goods are crucial. With the exception of the final supplier tier, which serves as the major source of supply, all parties involved in supply chain management are classified as either upstream or downstream consumers. To create sustainability through selfless behavior, it is the moral and collective duty of all stakeholders to act morally and with integrity. In order to maintain social norms the customers and  companies should adopt cleaner production and pollution prevention techniques. Products, materials, and technologies should also be designed with sustainability principles in mind.

Design/methodology: Based on ongoing research, this study is exploratory as well as descriptive in character. In order to investigate the insights regarding green marketing sustainability, an attempt has been undertaken to gather data from environmentally conscious consumers. One hundred respondents who aim to purchase eco-friendly products are the source of the data. The ANOVA test and SPSS statistical software are used to evaluate the data as part of the descriptive analysis process.The mindset is closely related to green marketing techniques (4ps) and three levels of decision making for sustainability are studied. First, businesses operate independently; second, businesses operate throughout the sector; and third, businesses operate geographically. In order to achieve sustainability with improved economic performance and minimal environmental impact, the aforementioned theoretical framework supports several techniques or tactics for the "Green Supply Chain Initiative." Consumer behavior is found to be unaffected by the interplay between money and sustainability in green marketing. Over all levels of the marketing mix ingredients, it is discovered that there is a linear relationship between customer behavior and green marketing sustainability.