Green Retailing: Navigating Change towards Eco-Friendly Business Models in Tier-2 Cities

Author

Mrs Shashikala K G

Abstract

 The Indian retail sector is increasingly incorporating environmental considerations into product selection, packaging, store operations and consumer communication. This chapter examines the transition towards eco-friendly retailing in selected emerging non-metro urban markets, with particular attention to Mangaluru, Mysuru, Hubballi, Coimbatore and Kochi. The study adopts a descriptive and conceptual approach supported by secondary literature, government documents, industry material and exploratory field observations and informal interactions with retail managers and staff. The field component focused on packaging, sourcing, energy use, waste handling, digital practices and consumer responses. Recent academic evidence indicates that environmental knowledge, green awareness, store credibility and access to sustainable products can influence green consumption, while price, availability and information gaps may constrain adoption. The chapter also reviews India's Plastic Waste Management Rules and presents a conceptually grounded 4P Green Model comprising Green Product, Green Packaging, Green Practice and Green Promotion. The model is proposed as a practical framework for small and medium retailers; it is not presented as an empirically validated causal model. The chapter concludes that gradual, transparent and measurable green practices can help retailers respond to changing consumer expectations while improving resource efficiency.

Keywords

Green Retailing, Eco-Friendly Business Models, Tier-2 Cities, Sustainability, Green Consumerism, Plastic Waste Management, 4P Green Model

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References

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