Impact of green marketing on brands and consumer behavior
With fast industrial growth, environmental concerns are foremost. There has been minimal research done in Pakistan on consumer perceptions of green marketing and the issues that the textile industry faces when it comes to green marketing in Pakistan. In the textile sector, green marketing refers to
Project Title
Impact of green marketing on brands and consumer behavior
Project Area of Specialization
Project Summary
With fast industrial growth, environmental concerns are foremost. There has been minimal research done in Pakistan on consumer perceptions of green marketing and the issues that the textile industry faces when it comes to green marketing in Pakistan. In the textile sector, green marketing refers to an effort to produce or develop ecological products using less environmentally hazardous methods. Furthermore, promoting and distributing them through environmentally friendly practices. Understanding the level of consumer awareness of green marketing is crucial for developing marketing strategies. Second, we'll look at the brand perspective: the benefits and comparative study of green marketing vs traditional in the textile fashion business. Ultimately, to bring forth recommendations to the textile sector on how to overcome these obstacles.
Project Objectives
- To measure the understanding of green marketing perception of consumers
- To investigate the factors that affect consumer buying behavior for brands that promote green marketing.
- To determine the challenges faced by textile brands to adopt green marketing.
- To find the solutions to mitigate the challenges that brands face while adopting green marketing.
Project Implementation Method
It is mixed research; Quantitative and Qualitative.
Quantitative data will be taken through close-ended questionnaires filled out by consumers. Qualitative data would be gathered through interviews with marketing professionals. For data analysis, SPSS and JASP software will be used.
Benefits of the Project
- This research will measure how well consumers comprehend green marketing. Brands can increase awareness in consumers by understanding their preconceived assumptions.
- A list of factors that influence customer behavior will be available by this project.
- This study is expected to define the problems that some businesses are experiencing in delivering results to the environmental cause.
- To provide strategies to the textile industry to initiate go-green.
Technical Details of Final Deliverable
- Sustainable and recyclable textiles
- Clothing technologies that keep it green.
- In the apparel industry eliminating or reducing wastages would decrease the cost of raw materials
Final Deliverable of the Project
Core Industry
Other Industries
Core Technology
Other Technologies
Sustainable Development Goals
Required Resources
| Item Name | Type | No. of Units | Per Unit Cost (in Rs) | Total (in Rs) |
|---|---|---|---|---|
| Biodegradable Seedling Bags | Miscellaneous | 40 | 100 | 4000 |
| Prints | Miscellaneous | 400 | 10 | 4000 |
| Files | Miscellaneous | 6 | 100 | 600 |
| Plants | Equipment | 25 | 1000 | 25000 |
| Seeds | Equipment | 100 | 100 | 10000 |
| Transportation | Miscellaneous | 4 | 300 | 1200 |
| Promotion of green marketing | Equipment | 10 | 3000 | 30000 |
| Total in (Rs) | 74800 |
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