Research Article
Studying the Interrelationships between the various Impediments to Green Media Selection in India
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International Journal of Computer Applications
Foundation of Computer Science (FCS), NY, USA
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| Volume 178 - Issue 44 |
| Published: Aug 2019 |
| Authors: Bhoomica Aggarwal, Remica Aggarwal, Anu Aggarwal, S. P. Singh |
10.5120/ijca2019919261
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Bhoomica Aggarwal, Remica Aggarwal, Anu Aggarwal, S. P. Singh . Studying the Interrelationships between the various Impediments to Green Media Selection in India. International Journal of Computer Applications. 178, 44 (Aug 2019), 37-41. DOI=10.5120/ijca2019919261
@article{ 10.5120/ijca2019919261,
author = { Bhoomica Aggarwal,Remica Aggarwal,Anu Aggarwal,S. P. Singh },
title = { Studying the Interrelationships between the various Impediments to Green Media Selection in India },
journal = { International Journal of Computer Applications },
year = { 2019 },
volume = { 178 },
number = { 44 },
pages = { 37-41 },
doi = { 10.5120/ijca2019919261 },
publisher = { Foundation of Computer Science (FCS), NY, USA }
}
%0 Journal Article
%D 2019
%A Bhoomica Aggarwal
%A Remica Aggarwal
%A Anu Aggarwal
%A S. P. Singh
%T Studying the Interrelationships between the various Impediments to Green Media Selection in India%T
%J International Journal of Computer Applications
%V 178
%N 44
%P 37-41
%R 10.5120/ijca2019919261
%I Foundation of Computer Science (FCS), NY, USA
Abstract
Environmental marketing or green marketing or ecological marketing placed emphasis on sustainability of marketing activities of a firm and sustainable consumption of a consumer so that these create either a positive impact or lessen the negative impact on the environment. However, adopting green marketing is not easy as it involves a whole gamut of activities ranging from developing innovative or renovating existing products as per environment’s ecological standards, changes to the production process, a modified form of advertising as well as packaging changes. Consequently , manufacturers as well as marketers faces various barriers or impediments while adopting green marketing and selection of green media for advertising . This paper aims to identify various impediments or barriers towards the adoption of green marketing in Indian context and to measure the inter-relationships amongst the identified factors using Interpretive Structural Modelling (ISM) technique.
References
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