Evaluating the Adoption of Sustainable Marketing Strategies towards Electronics Industries Business Performance

The modern business environment requires the integration of green strategies into processes. Manufacturers of electronics products are among the many industries where the growing significance of sustainability issues significantly impacts businesses. As an essential part of these green strategies, green marketing techniques have the power to dramatically impact business success as well as environmental results. Therefore, using a stakeholder-driven empirical framework, this paper aims to investigate the impact of several aspects, including ethical pricing, sustainable marketing, eco-friendly products, and eco-friendly location, upon the business performance of electronic industries in India. This study uses a smart partial least square model, a potent analytical application, in order to clarify the complex connection involving green marketing techniques and electronics business success. An online survey was performed among the executives and managers of companies in the Indian electronics manufacturing industry. A total number of 175 questionnaires from managers and executives of the electronic business sector were gathered for the study. The study's findings suggested that green marketing factors have a major influence on the success of the Indian electronics manufacturing business's performance. In addition to the expanding body of information on green marketing, the research's results will be helpful to electronics companies looking to preserve or enhance their success in a cutthroat market while stepping up their efforts to be more sustainable.