Impacts of Green Marketing Practices on Marine Fish Marketing in West Bengal: From the Perspective of Marketing Mix
DOI:
https://doi.org/10.58574/jaa.2025.v4.i2.06Keywords:
Green Marketing, Marine Fish Marketing, Marketing Mix, Kakdwip and West BengalAbstract
The harvesting and consumption of marine fishes has been started in the prehistoric period. Fish products are globally accepted as an important source of various nutrients, including animal protein, vitamins and minerals. FAO of the United Nations (1997) - 16% animal proteins come from fish and fish products. The purpose of the marine fish marketing is to supply fish products to the consumer. Green Marketing Technique is highly accepted in the present competitive market scenario. Green Marketing practice is needed for safeguarding the environment to sustain the healthy life of the animals on this planet. Marine fish marketing is very momentous as it has a significant impact on public health and the environment.
Green strategies are crucial for the marine fish marketing system. This study is conducted in the Kakdwip area of West Bengal, as an important coastal area for marine fish marketing. This study gets an idea of green activities from the marketing (Green Marketing) mix point of view on marine fish marketing in the Kakdwip area of West Bengal. This study might be beneficial to the intermediaries involved in marine fish marketing distribution channels and to environmentally conscious customers who are very sensitive to consuming products.
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