Title: Analysis of barriers for green marketing using interpretive structure modelling

Authors: Karishma Chaudhary; Alpana Agarwal

Addresses: College of Science, Engineering and Technology, School of Engineering, Department of Industrial Engineering, University of South Africa – Florida Campus, South Africa ' Symbiosis Centre for Management Studies, Symbiosis International (Deemed University), Noida, India

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.

Keywords: green marketing; interpretive structural modelling; ISM; green products; greenwashing; eco-friendly; sustainability.

DOI: 10.1504/IJBG.2024.138522

International Journal of Business and Globalisation, 2024 Vol.37 No.1, pp.33 - 46

Received: 20 Jan 2020
Accepted: 09 Jun 2020
Published online: 09 May 2024 *

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