Volume No. :   9

Issue No. :  1

Year :  2018

ISSN Print :  0976-495X

ISSN Online :  2321-5763


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Impact of Green Marketing on Consumer Buying Behaviour –A Methodological and thematic Review



Address:   Ms. Ruddhika Ardey1, Ms.Rithika S1, Ms. Nikhita Singh1, Ms. Smita Mehendale2
1MBA Student, Symbiosis Institute of Management Studies, Symbiosis International University, Pune, Maharashtra, India, Email: ruddhika.ardey2019@sims.edu
2Assistant Professor, Symbiosis Institute of Management Studies, Symbiosis International University, Pune, Maharashtra, India
*Corresponding Author
DOI No: 10.5958/2321-5763.2018.00126.9

ABSTRACT:
With an increased awareness and the consequent emphasis placed on the importance of sustainability, green products and consequently green marketing practices are being adopted by businesses. A wide number of researchers have already conducted studies on the topic and have discussed various aspects relating to it – commonly accepted practices, viability of the same, adaption techniques, etc. Our paper is a systematic literature review that was aimed at studying the existing literature on the exact impact of green marketing on consumer buying behaviour. For the purpose of our study, we have primarily focused on pre-purchase behaviour. We also wished to extract the main themes we found in the papers we reviewed. We identified and studied a total of 30 articles for this review and the main themes identified are – consumer awareness, consumer perception, purchase intention, and the challenges of green marketing. The relative newness of the concept and the micro-perspectives that have mostly been studied so far has also led to our own review being slightly myopic in terms of themes that emerged and aspects that served as the focal point of these studies. To overcome this hurdle in future studies, this study mentions potential areas for further research in the field.
KEYWORDS:
Methodological Review; Thematic Review; Literature Review; Pre-purchase Consumer Behaviour, Green Marketing, Sustainability Marketing
Cite:
Ruddhika Ardey, Rithika S, Nikhita Singh, Smita Mehendale. Impact of Green Marketing on Consumer Buying Behaviour –A Methodological and thematic Review. Asian Journal of Management. 2018; 9(1):802-806.
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