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Stream/Area:
-
Subject:
-
Paper ID:
10.55041/IJSREM.GSTCOS031
Volume:
10 |
7 |
Jul 2026
Pages:
1-11
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department of Commerce
Srinivas University Institute of Management and Commerce.
Department of Commerce
Srinivas University Institute of Management and Commerce.
Green marketing has emerged as a strategic approach that enables businesses to achieve sustainable growth while addressing increasing environmental concerns and changing consumer preferences. The cotton textile industry, particularly Small and Medium Enterprises (SMEs), plays a significant role in economic development but faces growing pressure to adopt environmentally responsible business practices. This study examines the impact of green marketing practices on the business sustainability of cotton textile SMEs. The research is based on primary data collected from 100 owners and managers of cotton textile SMEs using a structured questionnaire. Descriptive statistical techniques, including frequency analysis, percentage analysis, mean, and standard deviation, were employed using SPSS to analyse the data. The findings reveal that respondents have a favourable perception of green marketing practices, with an overall mean score of 3.96, indicating a high level of agreement regarding their contribution to business sustainability. Among the various dimensions, green marketing ensuring long-term business sustainability recorded the highest mean score (4.14), followed by environmental sustainability (4.06). The study concludes that green product development, eco-friendly packaging, green promotional activities, environmental certifications, and sustainable supply chain management significantly improve customer satisfaction, profitability, environmental performance, and competitive advantage. The study recommends that cotton textile SMEs strengthen green marketing initiatives, invest in sustainable technologies, and obtain environmental certifications to enhance long-term business sustainability and market competitiveness.
KEYWORDS
The study concludes that green marketing practices play a significant role in enhancing the business sustainability of cotton textile SMEs. The findings indicate that the adoption of green product development, eco-friendly packaging, green promotional activities, environmental certifications, and sustainable supply chain management contributes positively to economic performance, environmental protection, and social responsibility. The high mean scores across all variables demonstrate that respondents have a favourable perception of green marketing and recognize its importance in improving competitiveness, customer loyalty, profitability, and long-term organizational success. Furthermore, green marketing enables cotton textile SMEs to meet the increasing demand for environmentally responsible products while complying with sustainability standards and market expectations. Although the implementation of green initiatives may require additional investment and technological support, the long-term benefits in terms of business growth, operational efficiency, and environmental conservation outweigh the associated costs. Therefore, cotton textile SMEs should continue to integrate green marketing strategies into their business operations to achieve sustainable development and strengthen their competitive position in both domestic and global markets.
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Publication Date
7/5/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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