Quantitative ABCD Analysis of Green Marketing for Sustainable Development

Abstract

Purpose: The study analyses green marketing concept using ABCD analysis framework and identifies the various determinant issues and critical constituent elements. Design: Secondary source of data was referred for literature review and focus group method is adopted to evaluate the identified key attributes and critical constituent elements. Findings: Identified Advantages factors shows more contribution towards green marketing concept for sustainable development. Originality: The study highlights a broader and deeper understanding towards the contributing affecting factors green marketing. Paper Type: Empirical Analysis