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Ganesh, C.
- Reasons and Influences of the Practice of Environmental Marketing
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Authors
Sumesh R. Nair
1,
C. Ganesh
2
Affiliations
1 School of Business, Monash University Sunway Campus, Kuala Lumpur 46780, Malaysia
2 Department of Commerce, University of Kerala, Trivandrum 695034, Kerala (India)
1 School of Business, Monash University Sunway Campus, Kuala Lumpur 46780, Malaysia
2 Department of Commerce, University of Kerala, Trivandrum 695034, Kerala (India)
Source
Journal of Management Research, Vol 13, No 2 (2013), Pagination: 77-88Abstract
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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