ABSTRACT
A worldwide changes in environment, contamination and global warming are a portion of the issues that have become an undeniably concerning issue universally. Natural disintegration has prompted organizations changing the manner by which they direct themselves, prompting the development of green marketing. But, the situation of COVID-19 has translated consumer behaviour in new direction. But, the major question arises whether the green purchasing behaviour can withstand the test of time triggered by pandemic. This article has deeply investigated whether the consumers will buy the products promoted through Green Marketing and available at online portals. This empirical research will explore the consumer buying behaviour at the convergence of the green consumerism and the online shopping portals. The factors which are manifested have been explored through EFA;they are: (a) quality and attributes of the product, (b) reasonable price of the Eco-labelled product with certification, (c) online shopping portals-related attributes, (d) pro-environmental consumer behaviour and (e) consumers’ preferences according to vernacular culture. The factors reasonable price of the eco-labelled product with certification and consumers’ preferences according to vernacular culture have higher impact as obtained through regression analysis. The implied finding of the research is to promote the green purchasing behaviour through online shopping portals. © 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
ABSTRACT
In the view of Philip Kotler, Nancy Lee, and Michael Rothschild (2006) "Social Marketing is a process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviours that benefit society as well as the intended audience. Social Marketing does not work to exploit turnover or sales;rather the aim of Social Marketing campaigns is to change the activities in the society that will support the overall public of a country to use only competent lighting to preserve the energy or persuading more individuals to use seat belts. Our study is based on only India and this chapter explored how Social Marketing can bear a significant impact during COVID -19 pandemic and with the help of various reviews we will catch out the positive and negative effects of Social Marketing in COVID - 19 in India. Methods: A systematic review conducted on the recent COVID situation for the last one-year (i.e. published papers along the last one year) in Scopus, Web of Science, Science Direct and Sage. For this, we have searched digital marketing, restricted to the title, "Interest" and "Market", COVID lockdown. Results: Since the COVID has broken down for the past one year only and there are very few papers are published based on the very contemporary title considered for the article hence this study identified45 articles in the scientific literature, but only 17 articles were classified as eligible according to the previously established criteria. Discussion: This methodical review highlight the positively association between COVID on Social Marketing in digital era.