AN EMPIRICAL STUDY INVESTIGATING THE POTENTIAL PROSPECTS & CHALLENGES OF GREEN MARKETING IN SMALL AND MEDIUM-SIZED ENTERPRISES (SMES)

Abstract

In the current state of globalization, small-scale businesses are confronted with the opportunities and difficulties that come with green marketing marketing. The small and medium-sized enterprises are aware of the strategy that may be used to overcome these opportunities and obstacles.

Objectives:

It is necessary for practically all businesses, particularly small and medium-sized enterprises (SMEs), to employ green marketing principles. In order to address the obstacles that are associated with green marketing, small and medium-sized enterprises (SMEs) are looking for innovative strategies and approaches. The focus of this research is on overcoming obstacles and achieving improved levels of productivity among small and medium-sized enterprises (SMEs) in Tamil Nadu, India.

Purpose:

The purpose of this research is to provide small and medium-sized enterprises (SMEs) in Tamil Nadu with novel ideas that may help them increase their productivity via green marketing. Green marketing is a relatively new idea that is gaining popularity and might be of assistance in protecting the environment.

Methodology:

This research makes use of a tool in order to identify the opportunities and difficulties associated with green marketing in small and medium-sized enterprises (SMEs). For the purpose of doing data analysis, the research makes use of SPSS version 23.0 and AMOS. The workers of small and medium-sized enterprises (SMEs) and customers of environmentally conscious products in Tamil Nadu are the key sources of data.

Findings:

In order to investigate the growth of small and medium-sized enterprises (SMEs) and green marketing in Tamil Nadu, the researchers have sought to find answers to any problems that may arise. The findings center on the crucial role that must be played in order to overcome the obstacles in green marketing.

Limitations

Small and medium-sized enterprises (SMEs) have not yet been exposed to the views of green marketing. There are just a handful of the identified industries in Tamil Nadu that are included in the research.

Practical Implications:

People all throughout the globe have chosen to purchase environmentally friendly items. In light of the fact that green marketing is a relatively recent trend that is gradually making its way into the minds of customers and small and medium-sized enterprises (SMEs), this article makes an effort to overcome the challenges that are associated with its implementation. This would be accomplished via small and medium-sized enterprises (SMEs) through green marketing.