Analysing the feasibility of green marketing in small medium scale manufacturers
Background Many big and large scale business organizations have started implementing green marketing in India. This paper tries to study the feasibility of practicing green marketing in case of small and medium scale manufacturers in Mumbai city and its suburb, (India) It analyses whether these manufacturers are aware about green products and eco labeling, and also the difficulties in implementing green marketing. Objectives of the Study 1. To find out whether the small and medium scale manufacturers are aware of green marketing and eco labels. 2. To identify the reasons for obstructing the practice of green marketing in case of small and large scale manufacturers. 3. To sugguest the measures to enhance the practice of green marketing. Methodology The data is collected through survey method from small and medium scale manufacturers situated in Mumbai and its suburbs, India. The respondents were selected through Convenient Sampling Method as manufacturers were hesitant to give information. Data was collected from 114 respondents. Findings Thus it can be summarised that Eco labelling is still not popular in small and medium scale manufacturers Conclusion From the above we can conclude that Green marketing is not going to be an easy concept. The firm has to plan and then carry out research to find out how feasible it is going to be. Green marketing has to evolve since it is still at its infancy stage.