stdClass Object
(
    [id] => 17864
    [paper_index] => 202510-01-024458
    [title] => NAVIGATING THE GREEN SHIFT: A SYSTEMATIC REVIEW OF GREEN MARKETING IN INDIA, UNPACKING PROGRESS, CHALLENGES, AND FUTURE TRAJECTORIES
    [description] => 
    [author] => Mr. Gourav Kamboj, Mr. Sahil Gupta, Mr. Gurpreet Singh Bhatia, Dr. Malvika Bishnoi
    [googlescholar] => 
    [doi] => 
    [year] => 2025
    [month] => October
    [volume] => 11
    [issue] => 10
    [file] => fm/jpanel/upload/2025/October/202510-01-024458.pdf
    [abstract] => The global push for sustainability has positioned green marketing as a critical strategic imperative for businesses worldwide. In India, a rapidly developing economy with a unique socioeconomic landscape, this phenomenon is gaining significant traction. This systematic literature review (SLR) synthesizes the findings of 25 peer-reviewed articles to provide a comprehensive analysis of the progress and challenges associated with the adoption of green marketing practices in the Indian context. Following the PRISMA 2020 framework, a rigorous search was conducted on the Scopus database, focusing on studies published in top-tier ABDC A and A* category journals to ensure the highest quality of evidence. Thematic synthesis of the included studies reveals that while significant progress is being made—driven by rising consumer awareness, proactive corporate social responsibility initiatives, and supportive government policies—this momentum is simultaneously constrained by a set of persistent challenges. These include the high production costs that translate to premium pricing, widespread consumer skepticism due to greenwashing, and a significant lack of robust recycling and waste management infrastructure. The report concludes that while a foundational shift toward environmental consciousness is underway, the sustainable growth of green marketing in India is contingent upon a collaborative effort to address these systemic barriers. The findings offer strategic recommendations for marketers and policymakers and identify key areas for future research to foster a truly sustainable market.
    [keywords] => Green Marketing, Sustainable Marketing, Eco-Marketing, Indian Progress, Challenges, Trends, Consumer Behavior
    [doj] => 2025-10-22
    [hit] => 
    [status] => 
    [award_status] => P
    [orderr] => 63
    [journal_id] => 1
    [googlesearch_link] => 
    [edit_on] => 
    [is_status] => 1
    [journalname] => EPRA International Journal of Multidisciplinary Research (IJMR)
    [short_code] => IJMR
    [eissn] =>  2455-3662 (Online)
    [pissn] => - --
    [home_page_wrapper] => images/products_image/11.IJMR.png
)
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