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：5734-5740
DOI：10.9756/INTJECSE/V14I5.703
语种：English
出版社：International Journal of Early Childhood Special Education
摘要：In the modern era of globalization, it has become a great challenge for any organization to keep their consumers as well as customers in fold and keep our natural environment safe which is that the biggest need of the hour. The growing social concern for the environment has emerged as a key concept in Marketing – Green Marketing including broad range of activities viz Product Modification, changes to the distribution process, packaging changes as well as modifying advertising. The changing consumer’s preferences concernedly for future generations and results of human activities require enterprises to possess new decisions and artistic ways of making competitive edge up the market. The purpose of the present study was to find the association of Green Marketing in terms of Price, Product, Place and Promotion on purchase decision and to identify the factors influencing the Green Marketing strategies. The study adopted a descriptive research design to accomplish the set objectives. A sample of total 162 respondents was selected using convenience sampling method. Data were collected using a structured questionnaire with the help of literature review. The Data were analyzed using statistical techniques such as Descriptive statistics, Regression on SPSS version 26 and weighted average done in excel. The results indicated that there is an impact of Green Marketing strategies in terms of Price, Product, Place and Promotion on consumer purchase decision and the reason for companies switching to Green Marketing strategies is to increase their Profit Margin followed by shifting consumer preference towards organic and environmental friendly products. Therefore Companies can adopt green marketing because consumers are nowadays focusing on green products and services. and producing green products have less harmful effects on the environment, than the conventional products.
