Adoption of Green Strategies in Indian Retail Sector: A study on select retail organizations

Abstract

Touching the lives of millions Indian retail sector has emerged as most exciting challenging and fast growing. Accumulating influences, such as consumer awareness, strain on goods and services , energy prices, together with government and competitor actions are combining to ensure retail organizations cannot overlook the environmental and societal magnitude of how they operate. The objective of the paper are to study the attitude of retail organizations towards green marketing in India and to study if green image of the company can be a competitive advantage for the company. The study emerges with the result that green philosophy of retail companies in India is on a rise  and green retail companies will have a competitive advantage and more positive image in the minds of the consumer.

Keywords

Green Marketing, retail, sustainability, sustainable growth