GREEN MARKETING MASTERY: UNVEILING STRATEGIES THAT PROPEL RETAILERS TOWARDS SUSTAINABLE PRACTICES AWARENESS AND IMPLEMENTATION

Abstract

This article investigates the transformative impact of green marketing strategies on retailers, exploring how these initiatives drive awareness and implementation of sustainable practices within the retail sector. As consumers increasingly prioritize eco-conscious choices, retailers find themselves at the forefront of a sustainability revolution. The study employs a comprehensive analysis, including Kendall's W test and Neural Network modeling, to unravel the strategies that significantly influence retailers' awareness. Key variables such as knowledge about green products/brands, awareness of purchasing and selling, contribution to sustainability, and product range availability are scrutinized. Results indicate a significant difference in mean ranks, highlighting the pivotal role of informed knowledge in shaping retailers' perceptions. Furthermore, the Neural Network analysis unveils the nuanced factors contributing to the overall success of green marketing. The article provides valuable insights for retailers aiming to navigate the evolving landscape of green marketing, fostering not only heightened awareness but also seamless integration of sustainable practices into their operational frameworks.

Keywords: Green marketing, Sustainable practices, Awareness, Implementation, Strategic sustainability, Marketing strategies