Green Pricing Model with Mental and R&D Share: A Strategy for non Green Firms

Abstract

The research on green marketing practices is going popular now a day but still many companies are lagging behind in development of green products. Thus, these companies may follow the green marketing mix approach to get competitive advantage in term of profitability. This study focused on only one element of green marketing mix (i.e Green Price). SPSS was used to interpret the results while the data was collected from employees of Unilever. The relation of green price is studies with mental and R&D share and study provided the significant results. The derived model can be used by non green firms to add green element at least in their sales operations.