Assessing the Impact of Green Marketing Strategies on Consumer Behavior - A Comparative Analysis of ITC, HUL, WIPRO, and TATA Groups

Abstract

This research investigates the long-term effects of green marketing strategies on consumer behavior across ITC, HUL, WIPRO, and TATA groups through a longitudinal comparative analysis. Despite the increasing adoption of green marketing, gaps persist in understanding its sustained impact. Key objectives include assessing strategy influence, determining long-term effects, and exploring sector-specific variations. Drawing on extensive literature, empirical studies, and identified research gaps, the study employs a longitudinal comparative analysis design. Participants, diverse in demographics, are surveyed over time, with supplementary data from secondary sources. Results indicate significant long-term effects within each group, with varying magnitudes across corporations. Comparative analysis highlights substantial differences in consumer behavior. Contextual factors and industry dynamics emerge as critical determinants. The findings enrich theoretical frameworks and offer practical insights for marketers. Future research should explore underlying mechanisms and conduct sector-specific analyses. Overall, the study advances understanding of green marketing’s impact on consumer behavior and underscores the need for continued research in sustainable marketing practices.