A Study On Barriers And Opportunities For Ssi’s In Adopting Green Marketing Practices In Trivandrum City

Abstract

In this research, barriers and opportunities that Small-Scale Industries (SSIs) in Trivandrum City face when it comes to implementing environmentally friendly marketing strategies are investigated. The study finds critical barriers that prevent SSIs from fully adopting sustainable marketing activities. These problems include high initial costs, inadequate technology understanding, regulatory barriers, and resource limits. These challenges are identified via detailed analysis. The report shows considerable prospects, including government subsidies, increasing customer demand for environmentally friendly goods, long-term cost savings, and better company image. These opportunities are highlighted despite the fact that there are hurdles mentioned in the study. As a result of the positive association that exists between opportunities and barriers, it is possible that removing these obstacles might result in significant advantages being made available to SSIs. The results highlight the need of an integrated strategy that incorporates elements such as financial assistance, technical training, resource sharing, and lobbying for legislation in order to aid the transition to green marketing. There is the potential for small and medium-sized enterprises (SSIs) in Trivandrum City to achieve sustainable development, improve their competitive edge, and contribute to a greener economy if they take advantage of these possibilities and overcome the barriers they face.