Green Marketing: An Exploration through Qualitative Research

Green Marketing: An Exploration through Qualitative Research

Dr. Rajeev Kumar Ranjan

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Green Marketing: An Exploration through Qualitative Research

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Abstract

An increase in the awareness of the various problems that environment is facing has led to a drastic change in the buying patterns of consumers on how do they consume the products. There has been a change in consumer preferences towards environmentally friendly and sustainable products. People are willingly and actively trying to lessen their usage patterns of products, which are detrimental to the environment. However, the concept of green marketing, which came into prominence in the late 80s, still has different interpretations from the customer as well as the marketer’s point of view. Although in Academics, green marketing has a specific meaning, but when it comes to companies Green marketing has a very hazy understanding which needs proper understanding. The present study tries to explore the concept of green marketing qualitatively.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Dr. Rajeev Kumar Ranjan. 2020. \u201cGreen Marketing: An Exploration through Qualitative Research\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 19 (GJMBR Volume 19 Issue E8).

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GJMBR Volume 19 Issue E8

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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Classification

GJMBR-E Classification JEL Code: M31

Submission ReceivedDecember 12, 2018
Peer Review Double Blind
Handling Editor
Accepted January 4, 2019
Published January 15, 2019

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v1.2

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January 3, 2020

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