Green Processes Towards Managing Disruption in Future of Organization

Author(s) : Meesha Gupta, Dr. Asif Ali Syed
ISSN : 0974 - 497
Year : May 2019 | Volume : 13 | Issue : 2/4

Abstract: This study helps in mapping the consumer's mind and predicting how 'Green Consumer Behaviour' depicts 'Marketing Mix' towards identifying major factors affecting green purchase behaviour. Various articles explored under the green purchase and various motives, facilitators and barriers affecting green product purchase decisions were reviewed. Concern, Collectivism, eco-literacy, perceived consumer effectiveness and social influence were identified as the major categories affecting the decision-making process. The outcome is a two-fold impact of green purchase behaviour towards designing marketing mix which reinforces consumer behaviour. The paper analysed various strategies towards predicting Green Consumer Behaviour. The paper elucidates the predictors of consumer's green purchase behaviour as a predecessor to Marketing Mix towards assisting managers and policymakers in designing strategies for managing disruptions in organisations.


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