Title: Environmental sustainability of green marketing strategy: empirical evidence from e-tail consumer's in Tamil Nadu

Authors: Suresh Annamalai; K.R. Kumar; R. Jothikumar; Yung-Tse Hung

Addresses: Department of Computer Science and Engineering, Nehru Institute of Engineering and Technology, Tamilnadu, India ' Department of Business Administration, Koshys Institute of Management Studies (KIMS), Bengaluru, Karnataka, India ' Department of Computer Science and Engineering, Shadan College of Engineering and Technology, Peerancheru, Hyderabad, Telengana, India ' Department of Civil and Environmental Engineering, Cleveland State University, Cleveland, Ohio, 44115, USA

Abstract: Green marketing is one of such strategies used by marketers for reaching sustainable development. Companies need to know consumers' attitude and to adapt new marketing solutions with the focus on determining the expectations and satisfying their needs. In this paper, we will attempt to examine the attitude of Tamil Nadu e-tail consumers toward eco-friendly products. The aim of the survey is to gather information from a consumer standpoint. Time has witnessed the different phases of marketing strategy. Out of which, sustainability is the key issue which has emerged in marketing strategy over the time. In earlier phase of 1970s, ecological issues have emerged as a new paradigm in marketing strategy. Reassessment of the issues resulted in evolution of green or environmental issues in marketing strategy and now the sustainability in marketing strategy has become the focus of attention of the researchers.

Keywords: green label; green packing; green advertising; brand image; product value.

DOI: 10.1504/IJEWM.2018.094109

International Journal of Environment and Waste Management, 2018 Vol.22 No.1/2/3/4, pp.215 - 227

Received: 11 Sep 2017
Accepted: 16 Feb 2018
Published online: 16 Aug 2018 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article