Discourses regarding environmental issues, including sustainability, started in the 70s. Eventually, environmental concerns became part of many brands' and companies’ business plans and communicative strategies. Companies and brands aim to reduce carbon emissions and foster sustainable initiatives and policies. It led to many brands and companies adopting sustainable practices; one such practice is Green Marketing. Paettie and Charter (1994) defined Green Marketing as a "holistic management process responsible for identifying, anticipating and satisfying the needs of customers and society, in a profitable and sustainable way”. This study is two-step in nature and involves a mixed-method approach. Firstly, using a systematic random sampling technique, researchers selected six Indian companies: Reliance, HDFC, TCS, LIC, Bharti Airtel and Hindustan Unilever. Secondly, the researchers studied the youth’s awareness level of Green Marketing. Content analysis and survey methods were used to analyse the websites of the selected companies, and a survey was conducted to study the awareness level of sample units. Content analysis revealed that out of six, four selected companies are actively publishing their annual sustainability reports, and content published by these companies is statice. The survey found that out of 100 respondents, 49% were aware and well-versed with the concept of green marketing, while 51% were unaware
Green Marketing: A Study of Communicative Practices Adopted by IndianCompanies and Awareness Level among Youth
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Published 2024-12-30
Pages 01-20
Abstract
Keywords
Green Marketing
digital environment
Environment
Awareness
Youth
Communication Strategies
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