SENTHIL NATHAN Chockalingam | SRM UNIVERSITY (original) (raw)
Papers by SENTHIL NATHAN Chockalingam
Climate data for the year 2013 implies global warming and climate change is happening and will le... more Climate data for the year 2013 implies global warming and climate change is happening and will lead to food scarcity, water scarcity, health related problems and rise in sea water level in coastal areas globally. It is imperative to adopt eco-friendly practices in marketing and business to evade climate change related disasters. This paper traces green marketing concept and practices from 20th century to till date throwing light on this area. Green Marketing started with modification to communication process alone, moved to modification in production process, then to differentiating factor for competitive advantage and evolving every day. Tracing of green marketing concept from the period when it emerged to present day scenario will give scope and direction for further research to researchers, companies and provide a base to take up studies for developing green marketing strategies successfully for different product categories reducing environmental and climate change related calami...
International Journal of Management (IJM), 2020
Eco-consciousness and importance for personal health and well-being among consumers have led to a... more Eco-consciousness and importance for personal health and well-being among consumers have led to a marketing opportunity for green products in the dynamic marketing environment. Marketing of products with less detrimental impact on environment will come under natural marketing environment factor in marketing environment. This environment will have greater influence in marketing of products and services in future because of increased environmental pollution. To utilise opportunities and enhance the consumption of natural products, developing a marketing strategy is imperative. This study had attempted a marketing strategy for consumption of green products by non-buyers of existing green products in market. It is imperative to understand nonbuyers’ buying intention when adopting the marketing strategy and expectations regarding product, price, and promotion. The study results shows Nonbuyers had positive response for marketing strategy attempted by this study in the four product categories studied and thrown light regarding their expectations in product, price, place and promotion. The findings of this study can help in developing marketing strategies and refining the marketing mix for preventing climate change effects and environmental pollution. The study results can be used as base for further research in different global markets to facilitate green consumption and reduce environmental pollution.
Journal of Seybold Report, 2020
Marketing environment in present scenario is influenced by natural marketing environment. The aim... more Marketing environment in present scenario is influenced by natural marketing environment. The aim of this research work is to understand environment concern among respondents and its relationship with buying behavior and product expectations regarding green products for enabling green buying behavior by attempting formulating a new marketing strategy. To convert environmentally concerned non-purchasers into purchasers of green products and enable green buying behavior this research work had attempted a new marketing strategy and assessed the green buying behavior by non-buyers in two product categories. It also tried to understand the relationship between green buying behavior and product expectation regarding green products. The study had adopted sound research methodology to arrive at the findings. The questionnaire used for gathering data was soundly tested for validity and reliability and after an initial pilot study among respondents . Sampling method was adopted in such a way it will adequately represent the population and study had used appropriate statistical tools for testing the hypothesis. All this ensure the finding were accurate and reliable. The findings throw light that for wider adaptation of green buying behavior by non-purchasers the new marketing strategy attempted by the study will aid marketers for green marketing and new marketing opportunities.
The present study was created in order to customise the marketing mix for non-purchasers of eco-f... more The present study was created in order to customise the marketing mix for non-purchasers of eco-friendly products by studying their perspectives on the introduction of eco-friendly variants of the regular products that they are using in particular product categories (personal care and home care). Overall previous literature reviews in this area imply that there is a gap in the scientific literature on the marketing mix formulation for converting non-purchasers into purchasers of eco-friendly products to augment eco-friendly product sales and adopt green marketing. As literature reviews had clearly indicated that green purchasers have a very low percentage when compared to non-purchasers, the purpose is to create new opportunities for successful green marketing as the study tries to convert non-purchasers into purchasers. We used descriptive research design to study a sample of 885 respondents, who were surveyed in 2 cities in the Tamil Nadu state in India, to acquire an in-depth understanding of consumer behaviour that would enable the consumption of eco-friendly products among non-purchasers. The results reveal the marketing mix requirement and the eco-friendly aspects needed by the non-purchasers in order to buy the eco-friendly variants. The research sheds light on the product, price and promotion components that will attract non-purchases of eco-friendly products to buy eco-friendly products, thus facilitating green marketing mix adaptation. The study will provide valuable input for further research in formulating the marketing mix necessary to enable consumption of eco-friendly products in different geographical locations and various product categories.
Climate data for the year 2013 implies global warming and climate change is happening and will le... more Climate data for the year 2013 implies global warming and climate change is happening and will lead to food scarcity, water scarcity, health related problems and rise in sea water level in coastal areas globally. It is imperative to adopt eco-friendly practices in marketing and business to evade climate change related disasters. This paper traces green marketing concept and practices from 20th century to till date throwing light on this area. Green Marketing started with modification to communication process alone, moved to modification in production process, then to differentiating factor for competitive advantage and evolving every day. Tracing of green marketing concept from the period when it emerged to present day scenario will give scope and direction for further research to researchers, companies and provide a base to take up studies for developing green marketing strategies successfully for different product categories reducing environmental and climate change related calamities.
Climate data for the year 2013 implies global warming and climate change is happening and will le... more Climate data for the year 2013 implies global warming and climate change is happening and will lead to food scarcity, water scarcity, health related problems and rise in sea water level in coastal areas globally. It is imperative to adopt eco-friendly practices in marketing and business to evade climate change related disasters. This paper traces green marketing concept and practices from 20th century to till date throwing light on this area. Green Marketing started with modification to communication process alone, moved to modification in production process, then to differentiating factor for competitive advantage and evolving every day. Tracing of green marketing concept from the period when it emerged to present day scenario will give scope and direction for further research to researchers, companies and provide a base to take up studies for developing green marketing strategies successfully for different product categories reducing environmental and climate change related calami...
International Journal of Management (IJM), 2020
Eco-consciousness and importance for personal health and well-being among consumers have led to a... more Eco-consciousness and importance for personal health and well-being among consumers have led to a marketing opportunity for green products in the dynamic marketing environment. Marketing of products with less detrimental impact on environment will come under natural marketing environment factor in marketing environment. This environment will have greater influence in marketing of products and services in future because of increased environmental pollution. To utilise opportunities and enhance the consumption of natural products, developing a marketing strategy is imperative. This study had attempted a marketing strategy for consumption of green products by non-buyers of existing green products in market. It is imperative to understand nonbuyers’ buying intention when adopting the marketing strategy and expectations regarding product, price, and promotion. The study results shows Nonbuyers had positive response for marketing strategy attempted by this study in the four product categories studied and thrown light regarding their expectations in product, price, place and promotion. The findings of this study can help in developing marketing strategies and refining the marketing mix for preventing climate change effects and environmental pollution. The study results can be used as base for further research in different global markets to facilitate green consumption and reduce environmental pollution.
Journal of Seybold Report, 2020
Marketing environment in present scenario is influenced by natural marketing environment. The aim... more Marketing environment in present scenario is influenced by natural marketing environment. The aim of this research work is to understand environment concern among respondents and its relationship with buying behavior and product expectations regarding green products for enabling green buying behavior by attempting formulating a new marketing strategy. To convert environmentally concerned non-purchasers into purchasers of green products and enable green buying behavior this research work had attempted a new marketing strategy and assessed the green buying behavior by non-buyers in two product categories. It also tried to understand the relationship between green buying behavior and product expectation regarding green products. The study had adopted sound research methodology to arrive at the findings. The questionnaire used for gathering data was soundly tested for validity and reliability and after an initial pilot study among respondents . Sampling method was adopted in such a way it will adequately represent the population and study had used appropriate statistical tools for testing the hypothesis. All this ensure the finding were accurate and reliable. The findings throw light that for wider adaptation of green buying behavior by non-purchasers the new marketing strategy attempted by the study will aid marketers for green marketing and new marketing opportunities.
The present study was created in order to customise the marketing mix for non-purchasers of eco-f... more The present study was created in order to customise the marketing mix for non-purchasers of eco-friendly products by studying their perspectives on the introduction of eco-friendly variants of the regular products that they are using in particular product categories (personal care and home care). Overall previous literature reviews in this area imply that there is a gap in the scientific literature on the marketing mix formulation for converting non-purchasers into purchasers of eco-friendly products to augment eco-friendly product sales and adopt green marketing. As literature reviews had clearly indicated that green purchasers have a very low percentage when compared to non-purchasers, the purpose is to create new opportunities for successful green marketing as the study tries to convert non-purchasers into purchasers. We used descriptive research design to study a sample of 885 respondents, who were surveyed in 2 cities in the Tamil Nadu state in India, to acquire an in-depth understanding of consumer behaviour that would enable the consumption of eco-friendly products among non-purchasers. The results reveal the marketing mix requirement and the eco-friendly aspects needed by the non-purchasers in order to buy the eco-friendly variants. The research sheds light on the product, price and promotion components that will attract non-purchases of eco-friendly products to buy eco-friendly products, thus facilitating green marketing mix adaptation. The study will provide valuable input for further research in formulating the marketing mix necessary to enable consumption of eco-friendly products in different geographical locations and various product categories.
Climate data for the year 2013 implies global warming and climate change is happening and will le... more Climate data for the year 2013 implies global warming and climate change is happening and will lead to food scarcity, water scarcity, health related problems and rise in sea water level in coastal areas globally. It is imperative to adopt eco-friendly practices in marketing and business to evade climate change related disasters. This paper traces green marketing concept and practices from 20th century to till date throwing light on this area. Green Marketing started with modification to communication process alone, moved to modification in production process, then to differentiating factor for competitive advantage and evolving every day. Tracing of green marketing concept from the period when it emerged to present day scenario will give scope and direction for further research to researchers, companies and provide a base to take up studies for developing green marketing strategies successfully for different product categories reducing environmental and climate change related calamities.