CUSTOMER RELATIONSHIP MANAGEMENT

FACTORS INFLUENCING GREEN CONSUMPTION

Group- 3

Roshan Sharma - 21PGDM084

Shashank Chaudhary - 21PGDM091

Jaysurya Gudivada - 21PGDM064

Snehal Nivsarkar – 21PGDM136

Soumadip Kumar - 21PGDM097

Arkodoy Roy - 21PGDM058

Abhinandan Das – 21PGDM051

Shubham Mehrotra - 21PGDM095

Table of Contents

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 S.No Title Page No.

1. Abstract 3

2. Introduction 3-7

3. Study Background 7

4. Literature Review 7-13

5. Problem Statement 13

6. Scope & Objectives of Study 13

7. Research Design 13

8. Sampling size & Methodology 13-14

9. Data Analysis 15-17

10. Result & Discussions 17

11. Conclusion 17

12. Limitations 18

13. Managerial Implications 18

Abstract 

Business ethics and the social responsibility are increasingly being included into marketing plans and strategies
in the present era of the societal marketing. Some of the main subjects in the realm of the ethics and the social
responsibility are environmental issues and green marketing, which are closely tied to biodiversity and the
sustainability. This study offers an alternative method for evaluating the elements influencing customers' green
buying decisions. This conceptual article proposes a framework that integrates the previously contradictory
frameworks put forth by previous writers, based on carefully researched secondary data. This diverse and
chronological literature evaluation will serve as the basis for the paper's proposal of additional gaps that must be
filled in by the suggested integrated framework. In the paradigm, demographic factors will intervene or mediate.
The major factors that influence consumers' green buying decisions are discussed in the report. In doing so, it
will support managers and policymakers as they develop and put into practice plans to promote green buying.

Introduction

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 If we see over the lastr10 years, it has been a huge increase in global products and the service consumption,
which severely had a very negative impact on the environment and depleted natural resources. Many countries
have understood the situation and started to understand this concern and have started making efforts to limit the
harm that their commercial operations are causing to the ecosystem. As a result of increasing awareness and
concern for the environment and society, the idea of "sustainable development," which emphasises the need to
promote sustainability and supports that kind of development that decreases the adverse consequences on the
society and environment, has arisen. Discussions from the project the elements that influence people's green
consumption.

Factor Analysis has been performed over the information gathered to ascertain the potential factors that are
influencing the green consumption of individuals.

Factor Analysis

By applying the mathematical technique of the factor analysis, we can reduce a larger number into a smaller
one. It makes reference to a method that reduces a large variable to a small one. Also, by eliminating the
maximum ordinary variance from each variable, this method combines all the variables into a single score. The
General Linear Model (GLM), which accepts a range of hypotheses that contain pertinent variables, linear
relationships, actual correlation, and no multi-collinearity, also includes it as a component.

Propositions for Factor Analysis

In factor analysis, numerous assumptions are made. They are:

 There are no outliers in the data; It is anticipated that the sample size will be more than the factor.
Because it is an interdependency technique, there can't be ideal multicollinearity between the variables.
Since factor analysis is linear, variables should not have homoscedasticity among themselves, and the linearity
hypothesis is another foundation for it. Variables that are non-linear are thus another choice. Yet, when
transferred, they become a linear variable.

·   Additionally, it considers interval data.

Key Concepts in Factor Analysis

It contains the following fundamental concept

The assumption made by exploratory factor analysis is that every variable or indicator can be linked to any
factor. Also, it is the approach that researchers choose the most frequently. It is also not predicated on any
previous hypothesis.

The analysis which is employed Confirmatory factor analysis, it ascertains the factors loading and factors of
measured variables as well as to check what is expected in light of previously made assumptions. Furthermore,
it employs two strategies:

 ·       The Traditional Approach

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  ·       The SEM Method

The analysis is performed on the SPSS platform and the result has been depicted for the benefit of mainly
aspiring MBA students.

Types of Factor Analysis

·       Confirmatory FA

By using this method, it may be determined whether the correlations in a calculated correlation matrix
are accurate with regard to a certain conceptual factor model. When validating a model against the
entered data in SPSS, confirmatory factor analysis is frequently used. When you already have
information on the variables and the contributing factors but need to verify your assumptions, utilize this
form. One could believe, for instance, that the rise in a rival's product pricing is the reason your own
product sales are growing. Confirmatory factor analysis is the only way to verify it, though.

·       Exploratory FA

As a traditional formal measurement model Exploratory factor analysis (EFA) is used as latent variables
and observable variables are anticipated to be tested at the interval level. The inter-item correlation
matrix serves as the basis for EFA. Factors in EFA are latent variables, and factor loadings describe the
relationship between latent and observable variables. The default regression weights are the factor
loadings. The fact that EFA is an experimental method means that there is no predictive distribution of
loadings, making it impossible to statistically assess whether factor loadings are consistent across culture
groups.  

Applications of Factor Analysis

·       Marketing

Factor analysis techniques are used by businesses to establish a link between different elements or
aspects of a marketing campaign in order to strengthen marketing campaigns and accelerate success in
the long term. In order to gauge a marketing campaign's effectiveness and effect on the target audiences,
FA also makes links between client satisfaction and their subsequent feedback.

·   

Data Mining

It has the potential to be just as significant in data mining as artificial intelligence. FA simplifies the
process of data mining since it may reduce a complicated and large dataset to a collection of filtered-out
variables that are connected to one another in some way.

·       Machine Learning

There is an importance of factor analysis among the tools and methods used in machine learning. A
variety of machine learning algorithms are used to operate in accordance with the FA method, which
reduces the number of variables in a dataset to provide a more precise and enhanced collection of
aspects.

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 Advantages of Factor Analysis

·       Measurable Characteristics

 FA's openness to all quantifiable aspects is its main advantage. This statistical technique can be used to
improve any attribute, subjective or objective. Factor analysis works effectively with both the subjective
and the objective traits, unlike some of the statistical models that consider only objective traits. 

·       Cost-Effective

The cost of data research and data mining techniques can be high due to the exorbitant fees, but this
statistical model is surprisingly affordable and requires little resources to operate. 

Flexible Strategy

Factor Analysis does not operate in the same rigid and constrained manner as many machine learning
techniques. Instead, this statistical model takes a flexible stance on multivariate datasets, allowing the
connections or correlations between different variables and their underlying constituents to be
discovered. 

Background of the study

We need to pay close attention to the current state of the environment. Everywhere we look, we can see the
issues that our environment is dealing with, such as air pollution, ozone depletion, global warming, the handling
of hazardous waste, and water pollution. Consumers today are more aware of the seriousness of environmental
degradation and the environmental impacts of individual consumption habits. Thus, the consumers are
becoming more environmentally conscious and motivated to support companies that employ green business
practises. Sustainable environmental practises can be achieved through green purchasing.

Literature Review

Carrión Bósquez, N.G. and Arias-Bolzmann, L.G. (2022) conducted a quantitative survey with 710 millennial
volunteers from Ecuador's four most populous cities who were university students. He discovered that 126
(18%) of the participants had regularly consumed organic foods in the previous months. It was also discovered
that attitudes and arbitrary standards affect consumers' willingness to make green purchases.
Kumar, R., Saha, R., P.C., S. and Dahiya, R. (2019), in a survey of 342 young Indian buyers from different
cities, discovered that peer pressure and government and non-profit programs do have a major impact on a
consumer's environmental awareness and concerns. This study also discovered a strong correlation between
perceived worth and environmental awareness and care. The perceived value in this case directly influenced the
green mindset and subsequent green buying intention.
Customers are becoming more likely to purchase green products, according to Singh, S. and Gupta's (2021)
study on the dynamic changes in the marketing environment that effect changes in consumer buying
preferences. Two distinct research steps were used in this study. First, the components are identified through a
thorough analysis of the literature, and the second stage comprises interpretive structural modelling (ISM). In
the second step, ISM is utilised to create a hierarchical paradigm for the variables influencing customers'
choices to purchase green products as well as contextual relationships between those variables. Researchers,
academicians, marketers, and environmentalists can bridge the academic divide with the aid of this study and
more effectively persuade consumers to purchase eco-friendly goods.
Researchers Kumar, P. and Ghodeswar, B.M. conducted research on 403 working Indian respondents in
Mumbai in 2015 using a 38-item questionnaire and the snowball sampling technique. Both exploratory and
confirmatory factor analyses were used to analyse the data. The hypotheses were put to the test using structural
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equation modelling. The study's findings revealed that the respondents were ready to support environmental
protection, aware of their environmental obligations, and motivated to learn more about green products.
Rana, S.M.S., and Solaiman, M. (2022) performed a survey with 396 participants. This study examines the
elements that influence consumers' green purchasing choices when it comes to the market for electronic
products that are energy- and environmentally-conscious. It examines the relationship between consumer values
and gross domestic product (GPB) and the moderating effect that consumers' moral identities have on this
relationship. The study combines the theory of consumption values with moral identity to offer insight on
consumers' GPB.
Siddique, M.Z.R., Saha, and Kasem (2021) conducted a survey with 372 participants. This study examines the
factors influencing Bangladeshi consumers' green purchase intentions (GPI) and behaviours (GPB) using an
integrated behaviour model (IBM). A number of variables, including experiential attitude, instrumental attitude,
injunctive and descriptive norms, perceived control, and self-efficacy are examined in the study to see how they
may have an external effect on GPI. It also investigates the root reasons of GPB, including environmental
constraints, the prominence of green behaviour, and green habits.
Joshi, Y. and Rahman, Z. conducted a study with 1502 individuals, he used structural modelling to assess the
predictive power of the consumption of green vegetables.
According to the findings, social influence, attitude towards green purchases, perceived environmental
awareness, engagement in recycling, ecolabelling, and media exposure all predicted the green purchasing
behaviour of young educated consumers in Delhi, and they did so in that order.
As the sample was collected from Delhi only so there is some skewness in the results.
The current research is the first to use reciprocal deterministic theory to forecast green buying behaviour among
educated young customers in India. The impact of consumers' media exposure to environmental messaging on
their green purchase behaviour is also the subject of this study, which is the first to look at the matter.
Sree.n, Yadav R, Kumar, S, and Gleim .M have conducted the research with 400 individuals across India. The
main objective of this research is to examine the role of government and social pressure on the purchase of
green products, as the environmental issue is rising year on year so analysing the institutional environment in
India can give the rightful scenario of the research.
The results imply that injunctive and descriptive moral norms have different effects on consumers. Furthermore,
political intervention might not have the favourable effect one might anticipate, at least not in India. The
findings show that the institutional framework created in this study has a good ability to anticipate in
environments of green-marketing and provides knowledge for companies and politicians to improve consumer
motivations to buy green products.
With a dataset of 611 consumers this study analyses people’s attitudes toward green products. What is the
responsibility of Big 5 personality traits i.e., conscientiousness, extraversion, agreeableness, neuroticism, and
openness to experience in shaping consumer behaviour? The study reveals useful information on how these
personality traits bring out environment-friendly purchasing habits. Which can provide useful insights in terms
of building appropriate marketing campaigns to attract consumers in green products. 
This study sheds light on the attitude of Indian Consumers toward Green Marketing Communication.
284 Indian consumers were surveyed based on convenience sampling and two conceptual models were built on
this data.
When people express their care for the environment through their purchasing decisions, this is referred to as
going "GREEN." This study extends the concept to marketing communications. The findings demonstrate that
GREEN can improve comprehension of consumers' green attitudes and intentions. With regard to perceptions of
green brand trust, attitudes towards green marketing communications, and support for green brands as well as
buy intents, GREEN consumption ideals have an effect on how Indian consumers respond to advertising and
public relations stimuli.

204 people participated in the survey conducted by Abdo, M.S., Ahmed, S.A., Awad, and Elsharnouby, M.H.
The purpose of this study is to determine the elements that affect customers' decisions to buy green products.
Examining the effects of green self-identity and green peer influence on green purchasing behaviour is the
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study's initial emphasis (GPB). It also examines the connections between GSI and GPI and how the social and
functional facets of green consumption affect consumer behaviour. In the third section, it examines the effects
of customer disidentification (CDI) on the relationships between GSI and both green consumption figures.
Lastly, it examines how CDI, acting as a mediator, influences such interconnections by examining the indirect
relationships between GSI and customer behaviour.
For a quantitative investigation, a survey of 204 Egyptian consumers of organic food was conducted. Using
AMOS and Hayes' PROCESS macro, the investigated hypotheses are tested.
In order to look into the attitudes and behaviours that influence people's decisions to buy green goods, this
research suggests an integrated model that incorporates the Theory of Reasoned Action (TRA) and two groups
of variables, personal and marketing. 374 consumers from the Iranian region of Guilan made up the population
for the model's development and testing using structural equation modelling. The findings indicate that
customers' environmental concerns, the quality of green goods, green promotion, and green labelling all
contribute to attitude. The findings of the structural equation analysis show that attitude affects intention to buy
environmentally friendly goods in a favourable way. Green buying habits are influenced by green buying
purposes as well. The ramifications of the findings for marketers and academics are also covered in this article.
Recent research on green customer behaviour has a strong Asian market emphasis. Although environmental
awareness among Indian customers has been documented in the literature, it is still unclear how they choose to
spend their money on eco-friendly goods. Therefore, the goal of this essay is to investigate the variables
influencing Indian customers' choices to buy green products.
The purpose of this study is to investigate the factors that influence consumers' adoption of green aquatic
products from the standpoint of social cognitive theory. Behavioural, personal, and environmental variables are
all deterministic in different ways, according to SCT (Bandura, 1997, 2001, 2004). For instance,
sociostructurally characteristics in the environment can affect behaviour, which in turn might alter the
environment. Conduct can have an impact on personal traits like self-efficacy, which in turn can have an impact
on future behaviour. Behaviour is influenced by the interaction of an individual's beliefs—such as self-efficacy
and outcome anticipation—with the social and physical environment in which an activity takes place.
Moreover, behaviour has an impact on both internal and external variables. The personal locus in the model—
such as self-efficacy and cognitive skills—plays a vital part in how reciprocal determinism operates, in
accordance with Bandura. He views psychological, behavioural, and environmental components as interrelated
puzzle pieces. A number of activities, such as communication (Young et al., 2005), energy conservation
(Thgersen and Grnhj, 2010), physical exercise (Tavares et al., 2009), and health promotion (Young et al., 2005),
have been successfully implemented using SCT (Bandura). A reduced version of SCT has been used in some
investigations of a specific behaviour (e.g., Bandura, 2004). The following factors all work as predictors of
behaviour: outcome expectations, self-efficacy, perceptions of others' actions, sociostructurally factors, and
behavioural intention or goal. A person's expectation of the results of engaging in a particular behaviour is a
judgement or belief that can serve as a source of inspiration (Bandura, 1986). (Young et al., 2005). A person's
judgement of how difficult or easy a specific behaviour is for them, as well as their confidence in their ability to
carry out the behaviour, are usually defined as self-efficacy (Bandura, 1991, 1997). 2009's (Ng et al.). When
people observe how others behave, they learn from both those behaviours' outcomes and their own experiences
(Bandura, 1986). Socio-structural factors might prevent an action from being completed and typically take the
shape of cost and ease, which have an impact on how well-defined activities are actually carried out. A person's
behavioural intention directly affects how they actually behave, and the intention mediates the relationships
between psychological factors and behaviour.
This study looks into how Indian consumers' green purchasing habits are influenced by historical environmental
attitudes, social and personal environmental norms, social influence, and green self-identity. Previous research
has explored the role of sociodemographic characteristics, environmental concerns, historical green purchasing
behaviour, green self-identity, social influence, and values on green shopping. The purpose of the current study
is to determine the relationships among historical environmental beliefs, societal norms, personal norms, social
influence, green self-identity, and green purchasing behaviour. The study, which also examines how they
connect to green consumer behaviour, uses these factors that were derived from past studies.
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The goal of this study is to pinpoint the factors that affect consumers' pro-environmental intents for green
hospitality items (green restaurants and hotels) and to weigh those aspects in relation to one another. This study
also examined the impact of various green hospitality product categories on consumers' pro-environmental
intentions. Consumers that practise pro-environmental consumerism do so by using goods and services that
have a low impact on the environment and making eco-friendly purchases. This is congruent with how green
consumption is thought of, demonstrating that consumers are aware of the negative environmental effects of
acquiring, consuming, and discarding goods and services (Moisander, 2007). Avoiding using and consuming
environmentally irresponsible goods and services is also included in the scope of this concept (Chan, 2001;
Hwang and Choi, 2018).
The theory of planned behaviour (TPB) model and materialism, a core consumer value, are combined in this
study's conceptual framework. A survey of 245 young people (under 25) was conducted in Hanoi, the capital of
the country and one of the two most populous cities, to test the research model and hypotheses. All of the scales
utilised in this study were established in the literature, and the validity and reliability of the scales were assessed
using Cronbach's alpha and confirmatory factor analysis. Structural equation modelling was used to assess the
proposed model and hypotheses (SEM).
The purpose of this study is to investigate how customers feel about so-called lab-grown beef, a novel kind of
green food product (LGM). Instead of coming from animal or plant cultures, "tissue-engineering" technology is
used to produce this form of meat. Injecting animal muscle tissue into a cell culture enables cells to "grow"
outside of the animal. The authors examine the effects of consumer willingness to buy (WTB) and word-of-
mouth (WOM) on LGM-based meat while taking into account the potential in terms of sustainability and the
same nutritional properties of conventional varieties of meat. They achieve this by highlighting how consumers'
status consumption orientation and environmental consciousness act as moderators in this relationship.
The theory of planned behaviour (TPB) offers a framework for identifying and weighing the important variables
that regularly affect consumers' decisions to make green purchases.
By examining how environmentally conscious consumers conceptualise the barriers that contribute to the gap,
identifying the barriers that are believed to have the biggest influence on environmentally conscious consumers'
ability to purchase green products, and examining the relationships between these barriers, this study aims to
close the green purchasing gap. Despite growing consumer concern over environmental deterioration, green
products still only account for a small portion of the market.
Problem Statement
Factors influencing individuals for green purchase behaviour and its consumption.
Scope of the study
In conclusion, the current study is a pioneering attempt to examine respondent opinions toward green purchase
behaviour in the economy, particularly from the perspective of the working-class individuals. It is envisaged
that additional coverage of the research's findings will come from follow-up investigations. This study should
be expanded to include participants from other master's programs in order to highlight commonalities and
discrepancies in the relative weights accorded to the variables affecting students' happiness and evaluations of
individual courses.
Objectives of the study

 The problem is to Identify the factors that significantly influence an individual towards green
consumption.
 To shed light on the attitude of Indian Consumers toward Green Marketing Communication.
Methodology
Research Design
The research design for the topic ‘Factors influencing Green Consumption’ are as follows-
We have taken Primary Data as we took the surveys with help of google forms with questions in form of Likert
scale. This is basically Quantitative data. Then with the help of SPSS we did the analysis on the data like Factor
Analysis,
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Sample size and methods
The sample size we have taken is 300

Data Collection Methods

For collecting the data, we have done the survey in which we have made a questionnaire pertinent to our topic.

Primary data collection method:

One needs to get information straight from the source in order to get primary data. Thus, it is particulars
regarding what the organisation have been planning to adapt. Some techniques include surveys, questionnaires,
monitoring, and structured observations.

Data Analysis

By assessing whether or whether the replies contained in the sample are sufficient, the KMO evaluates sampling
adequacy. The cut-off value for KMO is basically 0.5. According to Kaiser, KMO levels should be at least 0.5
(just enough), between 0.7 and 0.8 (excellent), and above 0.9 (1974). (superb). The KMO number is 0.508 in
the table above, which is so near to 0.5 that it is hard to believe.
The same graph serves as an illustration of the significance of Bartlett's Test of Sphericity (0.400). The value is
therefore more than 0.05. Indeed, a significance level of 0.400 is required. The correlation matrix is therefore
implied to be an identity matrix.

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 The values
for the first component, according to the table, are 1.422 > 1, 1.354 > 1, 1.233 > 1, 1.183 > 1, while the fourth
component is 1.181 > 1. The extracted sum of squared holding percent of variance also reveals that the first
factor accounts for 9.314% and the second for 9.1941%, respectively, of the variance characteristics from the
aforementioned data.

Scree-Plot

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When the curve begins to flatten is where there is interest. It can be seen that between factors 7 and 8, the curve
starts to flatten. Also take note that only seven factors have been kept because factor 8 and later have
eigenvalues that are less than 1.

Conclusion 
By now we have been very much clear about the importance of green consumption. We look around us and we
can see the various modes in which this practice is being encouraged. Green Consumption basically talks about
the consumption behaviour among the consumer that basically lowers the pressure on the environment. It can be
on any product, say on transportation. In the world there has been a major revolution as far as the transportation
industry is concerned. The introduction of EV can also be attributed to the event of green consumption. By now
we are clear that the term green consumerism talks about the state that consumers move towards eco-friendly
products which also includes the processes. Green Consumerism is that it has to be responsible that satisfies,
identifies and fulfils the natural being of the consumers. 
The idea of Green Consumerism has many advantages and has been proved to be such. It helps in reducing the
wastage during the process of packaging. The idea of introduction of papers for packaging instead of polythene
bags can be attributed to this as well. The idea of green consumerism also has given birth to the idea of efficient
use of energy. This idea has helped mankind to lower the money expenditure, reducing electricity bills and
lowering the effect of greenhouse gasses. People will realize how advantageous it would have been to rescue the
earth in many years to come, even though the loss of green cover and its impact on the natural ecosystem may
seem routine and less important now. 
To avoid regrets decades from now, we may begin protecting the green cover and other natural resources by
adopting a green consumer lifestyle. Businesses can gain a competitive edge by being as open as possible
regarding their sourcing and production processes. For instance, Businesses should take the initiative to make
comments that demonstrate leadership and assure investors of lower risks of environmental effect. The
company's social responsibility strategy and principles must also be communicated and advanced if emotional
connections are to be made with customers. Since customers want information about the personal benefits of the
items being supplied, businesses can focus on integrating more pro-environmental benefits of products.
Businesses should think about things like if their goods enable customers to save money or if they appeal to
people who are style-conscious. Given that green consumers are constantly looking for items that are both
affordable and robust over the duration of their lifetimes, businesses who have made the initiative to lessen the
life cycle effects of their products have seen real rewards.

Limitations 

The green consumer movement is off and going. It's a relatively new phenomena when consumers, who are
probably the ones who cause environmental damage in the first place, decide to purchase items like tomato
plants in biodegradable containers as opposed to plastic ones. We've come a long way from the hybrid car to
bamboo sheets, biodegradable drink lids, and organic unbleached cotton T-shirts. 
Using nontoxic flash drives and going the additional mile to replace your outdated power-guzzling washing
machine are two ways to "green" your PC. Green consumerism has an issue from the start. In some manner, the
goods we purchase must be produced using raw materials that we have taken from the planet. Manufacturing
typically necessitates the use of energy. Transporting goods to retailers requires the use of energy. People now
have the option to forego sacrifice while still feeling as if they are preserving the environment, thanks to the
proliferation of "green" products. They aren't, technically speaking. The most serious issue may be those with
long-term consequences. 
Where is the incentive to do truly good deeds when we can simply buy a different lightbulb to feel "green"?
"Real good" will require at least some sacrifice, as well as tremendous pressure on governments to make
significant changes in environmental policy in order to undo the environmental damage already done. The
promotion of green consumerism does not address this issue.
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While many businesses boast about being "green," they rarely actually act in this way. When exposed to firms
that are trying to mimic it in order to succeed in this industry, it is known as "greenwashing," another term for
it. Both internally and externally, many people do not support your attempts to market sustainably. Each has a
different perspective on environmental issues. Many green marketing products are more expensive than their
non-green counterparts, and occasionally they serve no purpose in the eyes of the consumer. Opportunities for
green businesses will always exist, but keeping up with changes can be difficult.
The benefits and drawbacks of green marketing show that although there may be benefits, there may also be
risks. If it lacks authenticity, this form of marketing can quickly and disastrously backfire. By reducing the
negative consequences while minimising the risk through careful research and involving all stakeholders, this
technique has the potential to change the world.
Managerial Implications
Green consumption refers to the purchase and use of goods and services that have a minimal negative impact on
the environment. As consumers increasingly prioritize sustainable and eco-friendly products, there are several
managerial implications for businesses. Here are some key ones:

Product innovation: To meet the growing demand for sustainable products, businesses need to invest in research
and development to create new eco-friendly products. This requires a deep understanding of consumer
preferences and behaviour, as well as knowledge of the latest sustainable technologies.

Marketing and branding: green consumption provides businesses with an opportunity to differentiate themselves
from competitors by promoting their eco-friendly products and sustainability initiatives. This requires effective
communication and branding strategies that resonate with environmentally-conscious consumers.

Supply chain management: Businesses need to adopt sustainable practices throughout their supply chain, from
sourcing raw materials to manufacturing, packaging, and distribution. This involves working closely with
suppliers and logistics partners to reduce waste, usage of energy, and emanation of harmful gases.

Corporate social responsibility: green consumption is closely linked to CSR, that is basically the attempt to help
advance the betterment of environment and also the society. Adopting sustainable practices and promoting eco-
friendly products can enhance a company's CSR image and reputation.

Regulatory compliance: Many governments are introducing regulations and standards to encourage businesses
to adopt sustainable practices and reduce their environmental impact. Companies that fail if they risk sanctions,
law suits, and negative publicity if they don't adhere to these rules.

Overall, green consumption has important implications for businesses, requiring them to adopt sustainable
practices, invest in research and development, and communicate effectively with environmentally-conscious
consumers.

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