Green Marketing and Its Influences on Sustainable Consumption: Evidence from Seshasayee Paper & Board Limited, Tirunelveli

Abstract

Green marketing is a marketing strategy that involves designing, producing and marketing products and services that have the least negative impact on the environment. The study explores Green marketing practices and its impact on sustainable consumption behavior in Seshasayee Paper & Board Limited, Tirunelveli. This was descriptive research design conducted with the sample of 120 respondents with simple percentage analysis, chi-square analysis, and Pearson correlation analysis. The results show that 32.5% of the respondents strongly agree that they have a sustainability awareness that affects their consumption in the long term. The results of the chi-square analysis indicates that there is significant relationship between green advertising and promotion and sustainable consumption behaviour. As for the correlations, the ones that are in the same direction are confirmed, with the correlation coefficient of the eco-friendly product attributes and sustainable consumption behaviour being equal to r = +0.131. Conclusively, it is found that for sustainable consumption, the implementation of green marketing requires an integrated strategy that is effective, involves good communication, and has clear pricing.