1SVKM's Narsee Monjee Institute of Management Studies (NMiMS) (Declared as Deemed to be University by UGC), V. L. Mehta Road, Vile Parle (W), Mumbai, Maharashtra, Pine Code 400056, India
2Narsee Monjee College of Commerce & EconomicsJVPD Scheme, Vile Parle (W), Mumbai, Maharashtra, Pin- Code400056, India
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.
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.
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.
Thus it can be summarised that Eco labelling is still not popular in small and medium scale manufacturers.
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.
Sustainable Development, Green Marketing, Green Products, Eco-labeling
