Article
Sustainable Economic Development of India Through Ecological and Green Festive Marketing
Festivals are celebrated with great enthusiasm in India. They are lives and souls not only for Indians, but also for the economic development of nation. Festivals have a significant influence on the Indian market. Festive marketing is the process by which businesses step up their efforts to draw in customers with the goal to increase profit by giving them worthwhile offers. Companies touch the emotional reminiscence of consumers and boost their sales. They use many innovative strategies to attract the customers during festivals, one of them is by ‘Going Green.’ Green marketing in association with the festive marketing not only helps the companies in increasing sales but also ensures to reach the target customers through sustainable approach. Many companies have now opted the eco-friendly methods in promoting their products which not only focuses on the use of such products but also their proper disposal. However, various wrong tactics are also being followed by the companies in the name of ‘green’ during festivals like green spinning, green selling, and green washing. This is not only breaking the consumers’ trust but such acts have also been considered as the ‘Dark Patters’ of sales, which is a punishable offence in India. The purpose of the present research is to educate the customers about the dark patterns and to inform the companies about the green need and choices of the consumers. This will help the companies to follow a healthy marketing tool at the time of festivals which can be innovative and sustainable. This will boost the sales of companies in a greener way, working towards sustainable economic development of nation.