GREEN MARKETING PRACTICES TO BUILD BRAND REPUTATION AND INCREASE BUSINESS PERFORMANCE: AN INVESTIGATION FROM INDIA

Abstract

Going green is becoming the motive of both the business community and society. The
responsible way of marketing and shopping is becoming a serious concern of many
environmentally conscious people. The brand that can build its reputation as a responsible
marketer they can do better and gain a higher margin. This paper study the role of green
marketing strategies to build brand reputation and business performance. The convenient
sampling technique is used to collect responses from 312 top management of destination
business services. A structured questionnaire was used as an instrument for data collection.
The finding suggests the green marketing strategy is very important for both brand reputation
and business performance whereas brand reputation does not have much contribution to
overall business performance. The SPSS AMOS was used to analyse the data and
relationships among variables.