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Studying the Interrelationships between the various Impediments to Green Media Selection in India
| International Journal of Computer Applications |
| Foundation of Computer Science (FCS), NY, USA |
| Volume 178 - Number 44 |
| Year of Publication: 2019 |
| Authors: Bhoomica Aggarwal, Remica Aggarwal, Anu Aggarwal, S. P. Singh |
10.5120/ijca2019919261
|
Bhoomica Aggarwal, Remica Aggarwal, Anu Aggarwal, S. P. Singh . Studying the Interrelationships between the various Impediments to Green Media Selection in India. International Journal of Computer Applications. 178, 44 ( Aug 2019), 37-41. DOI=10.5120/ijca2019919261
Abstract
Environmental marketing or green marketing or ecological marketing placed emphasis on sustainability of marketing activities of a firm and sustainable consumption of a consumer so that these create either a positive impact or lessen the negative impact on the environment. However, adopting green marketing is not easy as it involves a whole gamut of activities ranging from developing innovative or renovating existing products as per environment’s ecological standards, changes to the production process, a modified form of advertising as well as packaging changes. Consequently , manufacturers as well as marketers faces various barriers or impediments while adopting green marketing and selection of green media for advertising . This paper aims to identify various impediments or barriers towards the adoption of green marketing in Indian context and to measure the inter-relationships amongst the identified factors using Interpretive Structural Modelling (ISM) technique.
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