Green Marketing and its Economic Implications: A Seller’s Perspective in Kochi

Abstract

Green marketing has become a crucial business strategy as sellers in urban markets respond to growing environmental concerns. This study examines green marketing adoption among sellers in Kochi, Kerala, and its economic implications from the seller’s viewpoint. A purposive sample of sixty sellers; fifteen each from Fast-Moving Consumer Goods (FMCG) Retail, Apparel & Textiles, Food & Beverages, and Hospitality—was surveyed using structured questionnaires. The study first measures the depth and dimensions of adoption through a Green Marketing Adoption Index (GMAI). Using Chi-square analysis, it explores how sellers perceive consumer willingness to pay (WTP) for sustainable products across sectors. Regression analysis identifies firm-specific factors influencing WTP perception. Further, correlation and multiple regression analyses assess the relationship between adoption depth and key economic outcomes, including profitability, sales growth, and brand loyalty. Findings are expected to show that adoption depth varies across sectors, perceived WTP depends on firm size and sector, and higher adoption is positively associated with economic outcomes.