Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Impact of Green Marketing on Market Performance in Rural India

Author(s): Mustafizul Haque, Md Wasim Akhtar, Renu Bala and Md Sikandar Azam

Most of the Indian population lives in rural areas, making it an important sector for marketers. Moreover, green marketing is emerging as one of the most influential marketing techniques owing to environmental degradation and pollution and the importance of sustainable development. Thus, the present research focuses on assessing the impact of green marketing on marketing performance in the rural sector in India. Based on the literature review and pilot study, a questionnaire was developed and accordingly, the hypothesis has been framed and tested. Further, bivariate correlation and multivariate regression have been conducted to address the research objectives. The research found a significant impact of green marketing on marketing performance in rural India. Therefore, the present research findings will facilitate rural marketers in assessing the use of green marketing to enhance market performance in rural India.

Get the App