An Analytical Study Of Factors Affecting Green Marketing of Packaged Food Products In Lucknow

Abstract

newline ABSTRACT newlineNowadays, there is a growing concern among the public regarding environmental issues, leading newlineto a shift towards prioritizing environmental protection. This has given rise to the concept of newlinequotGreen Marketing,quot prompting marketers to adapt traditional marketing strategies to align with newlineenvironmental sustainability. According to the American Marketing Association, Green newlineMarketing involves promoting products presumed to be environmentally safe, encompassing newlinevarious activities such as product modification, changes in production processes, packaging, and newlineadvertising methods. The core focus of Green Marketing is to meet customer needs while newlineminimizing harm to the natural environment. newlineGreen marketing addresses the imperative of safeguarding the ecological balance amidst newlineescalating environmental challenges posed by intensified marketing practices. Given the newlineescalating environmental issues, there is a pressing need to strike a balance between human newlineactivities and environmental preservation. Green marketing integrates environmental newlineconsiderations into product and service marketing strategies, encompassing the entire lifecycle of newlineproducts from development to consumption, including processing, packaging, and distribution. newlineThis research delves into the exploration of green marketing within the Indian context, newlineparticularly focusing on the Packaged Food Products sector in Lucknow. Addressing a research newlinegap in understanding factors influencing Green Marketing, Consumer Attitude, and Purchase newlineIntentions in India, the study aims to establish relationships among various attributes such as newlineGreen Awareness, Composition, Packaging, Pricing, Distribution, Promotion, Eco-Labeling, newlineConsumer Behavior, Environmental Concern, and Purchase Intentions. The research aimed to newlineidentify the factors influencing green marketing of packaged food products in Lucknow, newlineshedding light on how awareness and consumer responses fluctuated in reaction to these factors. newlineInitial survey results suggested relatively lim