An Assessment of Green Marketing Tools and Strategies for Increasing the Consumption Pattern of Khadi Textile Products Among Millennials in Kerala

Abstract

Purpose: The challenge for policymakers in Kerala today is to effectively and efficiently manage the twin themes of economic development while minimizing environmental damage. During this context, the predominance of green products and green marketing methods and strategies (eco packaging, green branding, green advertising, green labelling, and environmental belief) gains important. Green marketing is a phenomenon that has gained prominence in the current market. Green or ecological marketing is technically a method of producing and advertising goods and services based on their positive effects on the long-term environment and societal advantages. The commodities created are thought to be environmentally friendly and safe for consumption, hence they are referred to as Green Products. The new green movements must reach the public, which will take a significant amount of time and effort. Yoga and natural food intake are examples of healthy living practices that Kerala consumers are exposed to. In those areas, consumers are already aware and would be willing to accept green products such as handlooms and Khadi not just in Kerala but both nationally and globally. These are "Green Products" because they are environmentally sustainable. This study aims to explore the relationship between various features of green marketing techniques and how they affect the consumption rate of Khadi textile products in the districts of mid Kerala.

Design/Methodology/Approach: The population of the study is made up of "Khadi textile consumers" from three districts in Mid-Kerala: Palakkad, Thrissur, and Ernakulam. The descriptive and analytical research designs were used in this study. A standardized questionnaire was used to obtain demographic and primary data from 150 respondents using a multi-stage cluster sampling procedure. The pilot survey and Cronbach's Alpha were utilized to validate the study's validity and reliability, as well as the measurement variables. Correlation analysis, multiple regression analysis, the Multicollinearity test, one sample T-test, and structural equation modelling were used to assess the data. The study aims to evaluate the interplay between various components of green marketing techniques and tactics, as well as how they influence the consumption behaviour of Khadi textile customers in Kerala, with a focus on the Mid - Kerala region.

Findings/Result: According to the findings of the analysis, various aspects of green marketing tools and strategies have a positive influence on the consumption behaviour pattern of Khadi textile consumers, and all determinants of green marketing tools and strategies are statistically independent.

Originality/Value: The researcher applied INPUT – OUTPUT model to the data from 2022 to 2023.

Paper Type:  Descriptive and Analytical Research.