Purpose – The purpose of this paper is to explore green marketing innovations in small Indian firms which serve as decisive dimensions for developing green identity of small firms in the market. Design/methodology/approach – Data were obtained by interviewing marketing managers for green...

Purpose – The literature on green consumer behaviour recently focuses upon the Asian markets. Though environmental consciousness in Indian consumers is observed in the literature, their purchase behaviour towards green products is not yet clearly understood. So, the purpose of this paper is to...

Purpose – The purpose of this paper is to determine the extent of greening retail taking place in Indian context and identifies its core groups of green retail practices. Design/methodology/approach – A questionnaire was developed and used to collect data from retailers of green products,...