Analyzing the Role of Digital Marketing, Green Marketing, and CSR Policy in Brand Development: A Study of Retail Companies in India
Asif, S., Sharma, P., & Gorakhnath, I.
How much do green marketing, corporate social responsibility, and digital marketing actually contribute to building a retail brand in India? This study takes up that question at a time when green practices and CSR are widely discussed but unevenly applied across Indian retail companies competing hard for the attention and loyalty of customers.
Quantitative data were gathered through a closed-ended survey of 524 retail employees and analysed with structural equation modelling in Smart PLS. The analysis finds a statistically significant influence of green marketing, CSR policy, and digital marketing on the brand development of Indian retail companies, which suggests that these three strands tend to work together rather than in isolation when a brand is being strengthened over time.
On the strength of these results, the study advises retail companies to concentrate on green innovation, environmental transparency, green alliances, and promotional activity as routes to more effective brand development. It also notes its own boundary, being confined to the Indian context, and points to clear scope for wider comparative research elsewhere.
Across Indian retail, green marketing, CSR policy, and digital marketing together exert a statistically significant influence on brand development. Based on a survey of 524 retail employees analysed through structural equation modelling, the study recommends green innovation, environmental transparency, green alliances, and promotional activity as practical levers, while noting its findings are bounded by the Indian context.
- Quantitative data from a closed-ended survey of 524 retail employees were analysed using structural equation modelling in Smart PLS to test how these practices shape brand development in India.
- The study finds a statistically significant influence of green marketing, corporate social responsibility policy, and digital marketing on the brand development of India's retail companies.
- To strengthen their brands, the research advises retail companies in India to focus on green innovation, environmental transparency, green alliances, and promotional activity rather than any single tactic alone.
- The authors flag a clear limitation: because the research is confined to India's geographical boundaries, its conclusions invite comparative testing in other markets and retail contexts elsewhere.
Publication Details
Publisher
Journal of Positive School PsychologyAuthor
Asif, S., Sharma, P., & Gorakhnath, I.
Year
2022
Type
Journal
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