To Study the Influence of Sustainable Marketing Strategies on Brand Perception with Respect to The Electronics Industry

Abstract

Customers nowadays are very much aware and conscious about the effects of any product being used by them on the society and environment. In order to survive in the competitive market where new technology is introduced every day, it is becoming inevitable for companies to not only add innovation to their products but also to develop sustainable marketing strategies which talk about how their products, practices and processes contribute to reducing carbon footprints, harmful emissions and increase the use of green electricity, renewable sources of energy, recyclable packaging and other practices to express their social responsibility.

As the customer’s interest is growing in digital media, brands are also going digital to promote their products and services on social media platforms. Brands are using these platforms to inform customers about their CSR activities, innovations and practices which makes the brand more responsible towards the society and environment. With rising expectations of customers and access to multiple brands through digital platforms, it often becomes challenging for companies to meet these expectations which build a gap between sustainable marketing efforts and customer demand. Thus, companies with time are realizing the need to invest in sustainable product development and sustainable marketing in order to ensure customer retention and ultimately revenue maximization.

This research paper aims to understand the influence on the customer’s perception of brands using sustainable marketing strategies in the electronics industry. The study will also examine different sustainable marketing strategies employed by electronic brands in India and their effectiveness in enhancing brand perception. It will also determine how companies can improve their brand image by incorporating sustainable marketing strategies in their marketing model and evaluate the factors affecting customer loyalty towards electronic goods.