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The Influence of Environmentally Mindful Marketing Tactics on the Perceptual Framework and Predispositions of Generation Z Shoppers in the Indian App
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Author(s): Sanjana S. Hothur (Christ University, India), Senthilmurugan Paramasivan (Christ University, India), Mallika Sankar (Christ University, India), Shikha Bhagat (Christ University, India)and Roshna Thomas (Christ University, India)
Copyright: 2024
Pages: 17
Source title:
Driving Green Marketing in Fashion and Retail
Source Author(s)/Editor(s): Theodore Tarnanidis (International Hellenic University, Greece), Evridiki Papachristou (International Hellenic University, Greece), Michail Karypidis (International Hellenic University, Greece)and Vasileios Ismyrlis (Hellenic Statistical Authority, Greece)
DOI: 10.4018/979-8-3693-3049-4.ch008
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Abstract
Green marketing decisively helps businesses distinguish themselves from their competition, strengthen their image, and obtain the attention of consumers who increasingly prefer environmentally conscious businesses. By elevating a business's reputation and image, green marketing creates an effect on how people consider a brand and enhances customer loyalty and retention. The “green generation,” or Generation Z, is well-known for its sustainable product preferences and ecological concerns. The study analysed how green marketing techniques relate to and affect Gen Z customers' purchasing habits in India's garment industry. The study targeted 300+ Gen Z consumers through an online cross-sectional survey to get information on their perceptions of green brands, green marketing tactics, purchase intentions, and buying patterns. This study found that green marketing tactics used by fashion firms have a favorable impact and the ability to affect various aspects of customer behavior.
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