Factors of Green Marketing as Sustainable Competitive Advantage for Retailers Within Delhi Region

Abstract

newline Environmental conditions of the globe were getting adverse due to exhaustion of resources To encounter inflated demand of products by consumers suppliers used natural resources to such an extent that triggered in shortfall of resources Downturn of resources created situation which required immediate response from consumers producers government and media Greenhouse gases released in atmosphere have been responsible for prevalent alarming situation around the globe To combat this situation green marketing was adopted by entire supply chain were promoted profusely by the government and media Retailers being part of supply chain had retaliated by introducing green products in their product lines They pressurized intermediaries and manufacturers to upgrade their upstream performance of green marketing influenced consumers to buy environment friendly and sustainable products To balance the situation most prevalent strategy would be green marketing This strategy should be adopted by all economies of the world to sustain resources for future Indian market was characterized by mass consumerism Increased awareness towards green products elevated their pro environmental behaviour Consumers had changed their buying trends from traditional to organic foods which initiated in saving environment resources and most importantly their health These values of green products created an eco-balance and initiated sustainability for future generations India among the most populated countries in the world consumption rate and resources used for production drastically increased Resources were depleting corrective actions had to be taken to stabilise the situation A wide range of green products were introduced in the market These products had certified labels on them so that when purchased by consumers they would be satisfied for consuming the right product India s environment was degraded by three major factors population pollution and fast economic growth Consumers and retailers were two important links to bring balance in