Identification of Factors Influencing Consumers thoughts on Green Marketing Practices: Application of Factor Analysis

By : Selvakumar M , Ramesh Pandi G , Sathyalakshmi, V. , Mohammed Abubakkar Siddique

Page No: 274-284

Abstract
In the modern scenario of globalization, it has become a competitive one to keep the consumers in fold and even keep our natural environment safe. Green marketing is a phenomenon which has developed in the modern market and has emerged as an important concept in India as in other parts of the developing and developed countries which is seen as an important strategy of facilitating sustainable development. A majority of organizations around the world are making an attempt to reduce the harmful impact of production processes on the climate and other environmental conditions. They have comprehensively utilized the word green in marketing campaigns in the form of green marketing, green supply chains, green retailing, green consumers, green products, etc. hence the businesses and the marketers are taking the indication and are going green for the betterment of the entire society. This study is to analyze the thoughts of consumers on green marketing practices in Virudhunagar district. The researcher has used the factor analysis to identify the factors influencing the thoughts of consumers towards green marketing practices. The result reveals that advertisement and media, environmental protection, recycling of waste, green buying behaviour and preference of green products are the most influencing variables towards green marketing practices in Virudhunagar district.

Authors :
Selvakumar, M : Head, P.G. and Research Dept of Commerce, Ayya Nadar Janaki Ammal College, Tamilnadu
Ramesh Pandi G : Head, Department of Commerce, Kalasalingam Academy of Research and Education,Tamilnadu
Sathyalakshmi, V. : Ph.D Research Scholar, Ayya Nadar Janaki Ammal College,Tamilnadu
Mohammed Abubakkar Siddique : R, Ph.D Research Scholar, Ayya Nadar Janaki Ammal College,Tamilnadu
 

DOI: https://doi.org/10.32381/PROD.2019.60.03.5