期刊名称：International Journal of Early Childhood Special Education
电子版ISSN：1308-5581
出版年度：2022
卷号：14
期号：5
页码：3620-3628
DOI：10.9756/INTJECSE/V14I5.402
语种：English
出版社：International Journal of Early Childhood Special Education
摘要：Objectives: To design the Green Marketing strategy for ICT-enabled and environment-friendly marketing for the MSMEs in Palakkad district, Kerala, India; with reference to investment amount, price sensitivity and level of awareness. Methods: The feedback received from a final sample of 150 respondents representing MSMEs in Palakkad district (industrial area) of Kerala, the survey being done online starting from an initial sample of 200. The data collected were analyzed using statistical techniques like Simple Linear Regression Analysis (SLRA) and Multiple Linear Regression Analysis (MLRA). Thus, the three hypotheses relating to investment amount, price sensitivity and awareness level were tested for their statisticalsignificance. Findings: The relationship between size or quantum of investment and adoptability of modern ICT-enabled Green Marketing method for business promotion was sought to be studied and tested for its statistical significance. It was noted that quantum or amount of investment had statistically significant relation with adoptability of Green Marketing. So, size of investment (often high, initially) does have influence of Green Marketing adoption. The mathematical relation between the variables Green Marketing adoptability and investment (large) made was also formulated. Secondly, Green Marketing adoptability and price sensitivity of customers was also found to be statistically significant. So, the mathematical relation between Green Marketing adoption and price sensitivity of customers was also formulated. Thirdly, the relationship of low (poor level of) awareness regarding Green Marketing and Green Marketing adoption too was found to be statistically significant and accordingly, the mathematical relationship between Green Marketing adoption and the low awareness level was also established. It is noted that all the three relationships are vital in the design of Green Marketing strategy by MSMEs in Kerala. Novelty: Using the three novel mathematical equations,with Green Marketing adoption as the dependent variable (all the three cases) in terms of three predictors (viz. investment, price sensitivity, and awareness) informed policy decisionsare possible.
