Exploring Determinants of Green Marketing Practices in Food Service Industry to Attain Environmental Sustainability : A Conceptual Analysis

Environmental issues have always been a challenge since the creation of the term environmental sustainability which has increased the sensitivity of consumers towards purchasing greener products. Developments in this aspect have taken the required course in the manufacturing sector, but the same is not seen in the foodservice industry - also a major contributor to environmental issues. Although this industry is thriving and plays an important role in the economy, a major portion of it is held by the unorganized sector which creates a challenge while implementing regulations. As such, it is seen that the foodservice sector is yet to develop green marketing practices (GMP) that can contribute to environmental sustainability. In this study, determinants are explored to devise a conceptual framework and examine their influence while taking decisions about adopting GMP. Although the determinants in consideration are not limited to the ones incorporated in the study, these can provide a base for implementing GMP that could be effective in attaining positive results on environmental sustainability