Journal of Management Research

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Reasons and Influences of the Practice of Environmental Marketing


Affiliations
1 School of Business, Monash University Sunway Campus, Kuala Lumpur 46780, Malaysia
2 Department of Commerce, University of Kerala, Trivandrum 695034, Kerala (India)
     

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This paper explores the reasons and influences for the practice of environmental marketing in Indian organizations. The paper identifies five major reasons that drive environmental marketing initiatives in India, namely, customer empowerment, benefits of the environmental products, customer's understanding, minimal environmental impact, and higher profits. The paper proposes that out of the five variables, customer empowerment and higher profit motives have higher discriminant power in deciding environmental marketing practices in Indian organizations.

Keywords

Environmental Marketing, Influences on Environmental Marketing, Customer Empowerment, Profit Motive
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  • Reasons and Influences of the Practice of Environmental Marketing

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Authors

Sumesh R. Nair
School of Business, Monash University Sunway Campus, Kuala Lumpur 46780, Malaysia
C. Ganesh
Department of Commerce, University of Kerala, Trivandrum 695034, Kerala (India)

Abstract


This paper explores the reasons and influences for the practice of environmental marketing in Indian organizations. The paper identifies five major reasons that drive environmental marketing initiatives in India, namely, customer empowerment, benefits of the environmental products, customer's understanding, minimal environmental impact, and higher profits. The paper proposes that out of the five variables, customer empowerment and higher profit motives have higher discriminant power in deciding environmental marketing practices in Indian organizations.

Keywords


Environmental Marketing, Influences on Environmental Marketing, Customer Empowerment, Profit Motive

References