Analysis of barriers for green marketing using interpretive structure modelling
by Karishma Chaudhary; Alpana Agarwal
International Journal of Business and Globalisation (IJBG), Vol. 37, No. 1, 2024

Abstract: Green marketing comprises of activities involved in making and marketing environmentally safe products. Such products could be energy efficient, durable, low in hazardous emission, less water consuming, reusable/recyclable, biodegradable, or organic. For around two decades, a lot of awareness has been created on global warming and sustainable development. Manufacturers and marketers are aiming at manufacturing environment-friendly products but there is a varied gap among their awareness, acceptance and execution. The study intends to identify, analyse and categorise the challenges for green marketing in India. It also outlines various strategies to overcome those barriers. Barriers are explored by a rigorous literature review and adept interviews. Interpretive structural modelling (ISM) procedure is followed to discover the interdependence of barriers on each other.

Online publication date: Thu, 09-May-2024

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