Simulation Modeling of Green Practices in Business

Abstract

Purpose-The aim of the study was to investigate to study green marketing practices and to identify what are the factors of green marketing orientation. The environmental consciousness and environmental sustainability makes people or customers to go for green marketing practices. The present pandemic condition also could be the reason behind why people necessary need to be accepted the green marketing practices. In the competitive world and in modern organization it would be very tough job to keep consumers and even to keep natural environment safe, in fact it is complement to each other. The list of green marketing practices include: recycling practices, green products manufacturing, product design innovations, responsible sourcing, price setting behavior, ethical standards in marketing practices, responsible advertising, and green communication practices were identified from official sources as green marketing practices for environmental sustainability. The green product manufacturing include, they are: products those originally grown, products recyclable, reusable and biodegradable, natural ingredients, products include non-toxic content are treated as green products. Research Design/Approach-It is a descriptive research design by nature and applied confirmatory factor analysis. The Crone Bach’s alpha reliability study was applied to test the reliability of the data. The model was tested with goodness of fit index which is (GFI>.90, AGFI>.90, CFI>.90, TLI>.90 and RMSEA<.08) which has shown the good fit of the model. There are two different category of variables used in the analysis they are control variables (age, gender, income, educational qualification) and main variables include ( recycling practices, green product manufacturing, product design innovations, responsible sourcing, price setting behavior, ethical standards in marketing practices, responsible advertising, green communication practices) are the main variables used in the analysis. Findings- The outcome of the research reveals that, what are the various green marketing practices cum factors which will mainly impact on sustainable green practices with environmental sustainability in the competitive world. In fact, tuning customers to wards green products and protecting environment from all sorts of pollutants are challenging aspects.Practical Implications- The study is utmost result oriented. Where the green products/services and green marketing practices will safeguard both customers and environment in such a manner that, the green products and services will protect consumers health followed by environmental sustainability. Now, in this pandemic world protecting from all sorts of deceases it is mandatory to use green products and to follow the green practices in marketing to protect the world from environmental pollutions.Social Implication- It is having more positive social impact where customers will be protected from all sorts of health issues as customers are consuming green products and world can be protected from environmental hazard issues.Originality/Value- The current research will give new insight in the world of research. It has not been studied earlier and it will give new insight to the readers and researchers to enhance knowledge over green practices and its impact on environment.Type of Research- It is an empirical research study.  Researcher used both primary and secondary data sources for conducting analysis in the contemporary research.