“A STUDY ON RECENT TRENDS IN GREEN MARKETING IN KARNATAKA”

Abstract

The environmental consequences arising from human activities have significant impacts on both our overall welfare and personal existence.   The consequences of environmental deterioration, including problems such as air pollution, deforestation, and the significant effects of climate change, highlight the crucial role of human activity.   In this context, the corporate world has acknowledged the importance of social and environmental obligations, leading to the development of ideas such as "Green Marketing" and "Environment Marketing" as essential elements of future business plans.   In today's corporate world, words like "go green," "environmentally friendly," "environmental preservation," and "energy conservation" have become increasingly important.   Preserving our natural environment has become a need rather than a choice, especially given the complex structure of today's interconnected world.   Green Marketing is a fundamental idea that enables firms to align their economic goals with a strong dedication to environmental conservation.   For every progressive firm, the adoption of environmentally conscious practices has become essential and cannot be compromised.   Furthermore, several businesses have utilised the power of Green Marketing as a strategy to surpass their rivals.   These firms have shown their dedication to sustainable practices by providing inventive items made from recycled, renewable, and reused materials. They have effectively used these offers to acquire a competitive edge.   This report especially examines the Green Marketing environment in India.   The primary aim is to examine the progression of Green Marketing methods as drivers for sustainable corporate expansion.   The investigation seeks to clarify the strategic use of Green Marketing approaches by firms wanting to get a competitive advantage over industry competitors.   This study explores the possibilities and difficulties associated with implementing Green Marketing methods in the Indian environment.   The study employs a thoughtful combination of quantitative and qualitative research methods to collect primary data through surveys and interviews.   The combination of these methodologies allows for a thorough examination of the changing patterns in the implementation of Green Marketing practices in the Indian corporate environment.   This study aims to understand how firms in India are successfully utilising Green Marketing strategies to strengthen their market position and contribute to environmental sustainability.   A survey was performed among 100 individuals from Tumakuru, selected using the Yamane (1967) sampling approach, in order to provide quantitative data.   In order to get further insight into the issues, challenges, and supplementary financial aid offered by the government, comprehensive interviews were conducted using telephone conversations.   In order to construct a survey or questionnaire with a clear and organised framework, the whole data set was utilised.   The examiner employed the Chi-Square Test, a renowned statistical method, in this inquiry.   Based on the chi-square test results, environmentally friendly advertising in Tumakuru may be deemed as sustainable development with a 5% level of significance.   In this study, we examined many fundamental green marketing strategies employed by organisations.   The investigation revealed that environmentally conscious advertising offers both opportunities and obstacles.   Research has revealed that the adoption of green marketing strategies has significant promise for enhancing the nation's economic growth.