Reasons and Influences of the Practice of Environmental Marketing

Sumesh Nair, C. Ganesh

Research output: Contribution to journalArticle


This paper explores the reasons and influences for the practice of environmental marketing in Indian organizations. The paper identifies five major reasons that drive environmental marketing initiatives in India, namely, customer empowerment, benefits of the environmental products, customer's understanding, minimal environmental impact, and higher profits. The paper proposes that out of the five variables, customer empowerment and higher profit motives have higher discriminant power in deciding environmental marketing practices in Indian organizations. [ABSTRACT FROM AUTHOR], Copyright of Journal of Management Research (09725814) is the property of South Asia Publications and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should r)
Original languageEnglish
Pages (from-to)77-88
Number of pages12
JournalJournal of Management Research
Issue number2
Publication statusPublished - 2013


  • Environmental marketing
  • customer empowerment
  • influences on environmental marketing
  • profit motive.


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