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@article{167634,
        author = {H.P.Poornima and Dr. S. PUSHPARAJ},
        title = {An Analysis of Green Marketing - A case study of  Green Apparels in Bengaluru},
        journal = {International Journal of Innovative Research in Technology},
        year = {2024},
        volume = {4},
        number = {7},
        pages = {481-484},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=167634},
        abstract = {Rapid industrialization and the resultant hazardous waste generation has led to green house gas emissions and environmental degradation. Growing environmental consciousness by the countries of the world during the end of 80s and beginning of the 90s especially the “Earth Day” in 1990 has given way to the emergence of green marketing and green industries. Among green industries apparel industry occupies an important place as it is best suited for a labour abundant country like India. Apparel industry has a huge environmental impact in every phase of product life cycle. Apparel industry can do a lot in mitigating green house gas emissions. Therefore the industry needs to be made sustainable by producing green apparels. The objective of the study is to find out, if the garment industry has adopted new green technologies and lean practices to improve the sustainability of environment and to identify problems and prospects of garment industries in practicing environmental management measures and to identify policy suggestions The study has used both primary and secondary data to study the objectives. The study reveals that the consumers do not buy green apparels because of its high price(premium). Therefore Green Marketing Myopia should satisfy two objectives namely improved environmental quality and customer satisfaction. },
        keywords = {Sustainable development, Green Marketing, Green industry, Green Apparels, Competitive edge, Green PLM and Lean practices.},
        month = {August},
        }