Abstract

The modern business environment does definitely require the integration of green strategies into processes. Manufacturers of electronics products are among the many industries where businesses are significantly impacted by the growing significance of sustainability issues. As an essential part of these green strategies, green marketing techniques have the power to dramatically impact business success as well as environmental results. Therefore, using stakeholder-driven empirical framework, the objectives of this paper is to investigate the impact of several aspects, including ethical pricing, sustainable marketing, eco-friendly product, and eco-friendly location, upon the business performance of electronic industries in India. This study uses smart partial least square model, a potent analytical application, in order to clarify the complex connection involving green marketing techniques and electronics businesses' success. An online survey was performed inside the Indian electronics manufacturing industry executives and managers of the company. A total number of 160 questionnaires from managers, executives of electronic business sector were gathered for the study. The findings of the study suggested that factors a green marketing has major influence on the success of Indian electronics manufacturing businesses performance. In addition to the expanding body of information on green marketing, the research's results will be helpful to electronics companies looking to preserve or enhance their success in a cutthroat market while stepping up their efforts to be more sustainable.