IJSR - International Journal of Scientific Research

Mrs. Vaishali Pallav Joshi

Volume : VI, Issue : III, March - 2017

Green Initiative and Marketing Approach: Developing a Better Marketing Approach of Green Initiatives by a Apparel Brand

Mrs. Vaishali Pallav Joshi

Abstract :

In this research study, we have studied the hypothetical apparel and “Go–Green”, which is taking the green initiative of selling the environmentally friendly apparel. In particular the objective of this study is to compare the four types of print advertisements of the and “Go–Green” such as i) only eco–friendly fashion apparel ii) eco–friendly fashion apparel with eco–label iii) eco–friendly fashion apparel with the information and iv) eco–friendly apparel with both eco–label and information; in order to develop the better marketing approach. In addition, the moderating role of environmental concern in the evaluation of the four types of print advertisements was also studied. The evaluation of the print advertisement with eco–friendly apparel with both eco–label and information was highest amongst all the four print advertisements. In addition, the role of environmental concern as a moderating variable was found significant in the evaluation of the given four conditions of print advertisements.