A STUDY ON MARKETING STRATEGY FORMULATIONFOR ENABLING GREEN BUYING BEHAVIOUR (original) (raw)
2020, Journal of Seybold Report
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.
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