PurposeThe purpose of this paper is to perform a psychometric evaluation of the internal green marketing (IGM) scale in the context of consumer, industrial and service industry from a developing economy. Drawing on IGM theory, this study validates the measurement scales to operationalize IGM as green internal communication (GIC), green skill development (GSD) and green rewards (GRs).Design/methodology/approachThe sample was drawn from the consumer, industrial and service industries in Jammu and Kashmir, India, using a random sampling method. Data were collected from consumer, industrial and service industries in two phases through a self-administrated questionnaire-based survey. In total, 137 managers responded during the first phase, and 368 managers responded during the second phase. During the first phase, exploratory factor analysis (EFA) was conducted to uncover the underlying dimensions of IGM, and during the second phase, data were analyzed to test the validity of the IGM scale through confirmatory factor analysis (CFA).FindingsEFA suggested a three-dimension scale (green internal communication (GIC), green skill development (GSD), and green rewards (GR)) which was confirmed by CFA. The findings of the study demonstrate that IGM is a valid and reliable scale to capture the individual-level perception of the employees with respect to the green internal marketing of an organization.Practical implicationsThis paper is expected to provide valuable insights into the area of internal green marketing (IGM) about an industry that can be of immense help to domestic and international marketers in formulating human resource (HR)/marketing strategies. Further, it provides a wide-ranging scale that can act as a base for future research studies that aim to explore internal green marketing (IGM) in different organizational settings.Originality/valueIGM is embedded in three underlying elements as GIC, GSD and GRs. It is suitable to the practitioner and researchers to operationalize IGM as a second-order construct in future studies.

The purpose of this paper is to develop a comprehensive model and investigate the relationship between identified factors of green marketing strategies and green consumer behavior, such as green brand positioning (GBP), green brand knowledge (GBK), attitude toward green brands (ATGB), willingness to pay (WTP) a premium, and green purchase intention (GPI). A questionnaire survey was deployed to collect data from the young consumers, from 600 students studying at nine state universities of India by employing stratified random sampling method. The results of the study suggest that a firm's green marketing strategies had an impact on green consumer behavior. The study found that GBP and GBK affect consumers green brand attitudes separately. Similarly, consumers green brand attitudes influence GPI. Meanwhile, WTP premium significantly moderates relationship between attitude toward green brand and GPI. The findings of this study suggest that marketing managers should consider a firm's GBP strategy as an important component in developing promotional messages that generate positive customer responses to the firm's green initiatives. A well‐implemented GBP strategy can lead to a more favorable GBK among consumers. As a result, it would assist in the development and promotion of green brands for businesses.

Growing environmental issues and rising concerns about sustainable development are rapidly shifting the traditional marketing and forcing organisations to practice green marketing mix. In an attempt to revisit present-day environmental issues which are related to the industry, this paper provides a glimpse about the nature of green marketing mix in the Indian context. To validate the model, data were collected from 450 firms and was analysed using an appropriate statistical tool. The results identified four factors for green marketing mix scale: (a) Green Solution, (b) Green Information, (c) Green Value and (d) Green Access. The findings contribute to the theory of green marketing concept. The study is expected to provide valuable insights into the green marketing mix for the industry, which can be of immense help to local and global marketers. Further, it provides a wide-ranging scale for the academic researchers who want to explore the green marketing mix in different organisational settings as a base for future study.

Green issues have become imperative to business decision-makers as industries face intensifying public sensitivity, stricter regulation, and mounting stakeholder pressures engrossed in preserving the natural environment. This increasing pressure is forcing businesses to the adoption of green marketing practices. In an attempt to revisit present-day severe environmental issues, this paper studies the significant role of green process innovation in the Indian context. Data was collected from 400 manufacturing firms and was analyzed using the appropriate statistical tools to

The purpose of this paper is to examine and compares perceptions, initiatives, and challenges perceived by manufacturing industries in India in respect of green marketing. The data were collected from a sample of 700 manufacturing industries employing a random sampling method. The present study results found that there is a high degree of acceptance of green marketing in the Indian industry, irrespective of the sector. The exploratory factor analysis extracted four factors that show green marketing practices: environmental concern, green promotional initiatives, green customer trust, and green marketing challenges. The findings suggested that all sample industries are concerned for the environment and believe that green marketing is significant for sustainable development. The study suggests that businesses should view protection of the environment as a market opportunity rather than solely as a means of complying with mounting environmental challenges and regulations. Green marketing should become the norm rather than the exception in a developing country like India. It can save the globe from environmental degradation and contribute to the long‐term growth of industries.