Green Marketing Orientations & Its Impact On Customer Engagement And Retention Practices

Abstract

Technology has fabricated, integrated the entire global market as it has given new perspectives, thinking & orientation. It has also given competitive advantage which has given new perspectives, mental orientations and strategies. However it is known that these strategies are adaptable, flexible and resilient to the local market situations and conditions. This research is an investigation in to the green marketing strategies and its impact on Indian business. This would also determine the nature and functional effects in terms of sales, profits, customer satisfaction, delight and productivity outcomes.

This research is empirical and quantitative in nature. This research aims to investigate in to the issues and aspects which lead to adaptable and sustainable green marketing strategies for India Inc towards 2030. This study is conclusive as it would provide specific recommendations and conclusion on sustainable green marketing strategies for India Inc. In this study the specific dimensions which are studied are Green marketing practices, brand perception and attitude, brand value, brand attributes, brand engagement, repurchase intentions and purchases, effective brand engagement, customer loyalty, customer retention which lead to customer satisfaction & delight. The study would also provide an empirical model as the data would be collected through survey method. Primary data for the study would be collected from 150 marketing managers who are working in Delhi NCR IT companies which have implemented green marketing practices for the last five years. Data would be collected by using Google form as the data would be collected online only. An empirical model which would evaluate the effective implementation and impact of Green marketing strategies & practices in India Inc on customer engagement and retention would be provided.