Rural Marketing in India Challenges and Opportunities

Mishra, Sumit; Kumar, Vinay

doi:10.2139/ssrn.2352405

Cited by 6 publications

(9 citation statements)

References 2 publications

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“…Green products tend to be more durable and less toxic; indeed, they often are produced from recycled materials (Ottman, 1998). Differentiating green values might emerge from performance improvements, superior designs, aesthetic appeals, new green features/functions, or environmental affinity (Mishra & Sharma, 2012). .…”

Section: The Green Marketing MIXmentioning

confidence: 99%

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Marketing mix strategies for closing the gap between green consumers' pro-environmental beliefs and behaviors

Davari

Strutton

2014

Journal of Strategic Marketing

144

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A substantial gap -or disconnect -exists between the stated pro-environmental beliefs and actual consumption behaviors of purportedly green consumers. Given this complicating factor, the construction and execution of successful green marketing strategies generally require more than broad-brush development and applications of short-term marketing plans. This study was initiated to evaluate the influence of managed green marketing mix elements on the dimensions of consumer-based brand equity in a green marketing context, in an effort to develop insights that will allow green marketers to close this gap. The potential moderating influence of consumers' environmental concerns and their consideration of the future consequences of current behaviors are also investigated. A model is developed and tested using a snowballing sample of consumer and five global brands selected from Interbrand. Seven discrete green marketing implications -each related either to the strategic management of green products, promotions, channels, or messages -are revealed.

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Section: The Green Marketing MIXmentioning

confidence: 99%

“…Consumers must be exposed repeatedly to green products across market sectors (Mishra & Sharma, 2012). Green place involves management of tactics related to distributing green products from their points of origin to points of consumption.…”

Section: The Green Marketing MIXmentioning

confidence: 99%

Marketing mix strategies for closing the gap between green consumers' pro-environmental beliefs and behaviors

Davari

Strutton

2014

Journal of Strategic Marketing

144

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“…This accounts for the low engagement in sustainable consumption practices by consumers [ 76 ]. It is little wonder that Dangelico & Vocalelli [ 21 ] have opined “environmental sustainability as the third aim beyond consumers’ satisfaction and company profitability.” The major challenges of green marketing are the lack of public consensus on what encompasses green [ 62 ], the need to have a standard measure to tell if a product is organic or not, and requiring patience because it is a new concept [ 45 ]. Ensuring continued growth with profits and saving money are some of the benefits of green marketing [ 45 ].…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective

Ansu‐Mensah

2021

Futur Bus J

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The indiscriminate consumption patterns worldwide have brought in its wake severe problems like pollution and global warming, and this has ultimately called for green products awareness and consumption. The main purpose of this study was to assess the effect of university students’ awareness of green products on their green purchasing intentions. The specific objectives were to identify whether awareness, price, availability, value and quality influence university students’ intention to purchase green products, and to investigate how awareness, price, availability, value and quality predict university students’ intention to purchase green products. A structural equation modeling was used to analyze data collected from an online survey of 478 students. Results show that green perceived quality has the utmost significant positive impact on university students’ green purchase intentions; however, green perceived availability had the slightest impact on university students’ intention to purchase green products. The study is the foremost to conclude that green product awareness impact on university students green purchase intentions is greatly driven by price, high value and extraordinary quality. However, availability is not a critical influencing factor when it comes to green purchase intentions of university students. The implications of study, limitations and further research are discussed.

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“…The Place dimension of GM includes analyzing the stores' geographic location where the product will be sold. Attention to these places can reduce FW (Mishra and Sharma, 2012). The analysis of "Green Place" involves the entire distribution of green products.…”

Section: Placementioning

confidence: 99%

“…Ensuring the availability and visibility of the green products allow consumers to perceive its availability and increase their awareness, interest, and identification with these products (Kumar, 2014). Thus, products must be displayed in places where consumers can easily see and buy them (Mishra and Sharma, 2012). The internal location may also consider Table 1 Causes and Mitigators of FW related to the Product.…”

Section: Placementioning

confidence: 99%

Green marketing in supermarkets: Conventional and digitized marketing alternatives to reduce waste

Gustavo

Trento

Souza

et al. 2021

Journal of Cleaner Production

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Rural Marketing in India Challenges and Opportunities

Cited by 6 publications

References 2 publications

Marketing mix strategies for closing the gap between green consumers' pro-environmental beliefs and behaviors

Marketing mix strategies for closing the gap between green consumers' pro-environmental beliefs and behaviors

Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective

Green marketing in supermarkets: Conventional and digitized marketing alternatives to reduce waste

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