The main interest all over the global is to protect environment. International evidence indicates humans are worried about the surroundings and are changing their behavior. Due to this, green advertising has emerged which speaks for growing marketplace for sustainable and socially accountable services and products. The main objective is to find the factors influencing the attitude of retailers towards green marketing practices. Factors identified may be inter-related but not independent. Hence, the objective is also to group these factors based on the commonalities and name it accordingly. Second objective is to measure the attitude of retailers towards green marketing practices by using Cluster analysis technique which is justified using ANOVA. Survey was conducted and the retailers are asked to opine about the factors influencing their attitude towards green marketing practices. The opinion is obtained for twenty-two statements which are related to the factors influencing the attitude of retailers towards green marketing practices by adopting scaling technique, namely, Likert Five Point Scale. A multi-variant statistical technique called factor analysis is applied. In this Principle factor method with orthogonal varimax rotation is used to group the related factors and also other relevant statistical methods are used for data analysis. From the results it is observed that 5 factors were identified. Viz., Awareness creation on green practices and waste reduction, Make employees and customers familiar with green products, Application of Energy Saving Products, Adoption of Green Technology, Recycling of Waste and 3 clusters were formed such as Energy Savers, Awareness Creators, and Green Motivators.
Green marketing, retailer perspective, attitude of retailers, factor analysis, Cluster analysis
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