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- Title
Green marketing: Driver for green economy in Nepal.
- Authors
Tandukar, Shristi; Yadav, Arbindra Shrestha
- Abstract
The paper focuses on the current status of green marketing deployed for green economy and further explores the extent of awareness, among the concerned stakeholders for sustainable development in landlocked mountainous country in South Asia-Nepal. This paper depicts the collaboration of green marketing with the green economy as a driver for sustainable development in Nepalese market. Green marketing concept assists especially in flourishing the economical replacement and in areas of reduction in disposal cost by reuse/recycling wastes for sustainable economic development via environment-friendly method. The concept of green marketing is still in the "formative stage", the aspect of going green becoming more than just a trend with an emergence of eco fairs and initiatives, supported by non-profit and also, profit-oriented businesses, further provided that green marketing leads to more financial and other intangible gains. Further, consumers tend to pay a higher price on products that are emotionally attached and accelerated by the appropriate use of green marketing tools. Even though concept of green marketing is quite successful in developed countries, still adverse political influence seems to halt its growth in developing countries like Nepal. Lack of intensity in regards to environmental protection, redundancy to change, traditional marketing mechanism dominance, ineffective policy implementation, lack of awareness & literacy to consumers, inappropriately priced eco-friendly materials can be seen as major factors restricting prioritization of green marketing as a more affordable, effective and longrun interest for environmental protection and sustainability.
- Subjects
NEPAL; SOUTH Asia; GREEN marketing; SUSTAINABLE development; ENVIRONMENTAL literacy; LITERACY; DEVELOPING countries; WASTE recycling; DEVELOPED countries; POWER (Social sciences)
- Publication
3D: IBA Journal of Management & Leadership, 2020, Vol 12, Issue 1, p41
- ISSN
2230-7524
- Publication type
Article