EFFECT OF GEOGRAPHICAL LOCATION ON GREEN MARKETING STRATEGIES IN MEDIUM-SCALE INDUSTRIES IN KERALA
DOI:
https://doi.org/10.21276/IERJ24526225156443Keywords:
Geographical Location, Green Marketing Strategies, Medium-Scale IndustriesAbstract
Geographical location significantly impacts green marketing strategies in medium-scale industries in Kerala. The state's rich natural environment, characterized by forests, rivers, and a fragile ecosystem, encourages industries to adopt eco-friendly practices. Kerala’s vulnerability to climate change, including floods and coastal erosion, further pushes businesses to incorporate sustainability into their marketing. Industries often emphasize the use of renewable energy, locally sourced materials, and waste reduction. Additionally, Kerala’s environmentally conscious consumers drive demand for green products, prompting industries to highlight eco-certifications and sustainable practices in their marketing strategies to appeal to this market. The present study is aim to find out effect of geographical location on green marketing strategies in medium-scale industries in Kerala. The sample size used for the present study was 300. Multi-stage sampling was used in this study. 100 respondents are selected from each of the 3 zones. t-test is the statistical test used in this study. The result shows that there is a significant effect of geographical location on green marketing strategies in medium-scale industries in Kerala.
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