Small-scale green food retailers' performance as green retailers in the Twin City Region of Telengana

Abstract

For the last 20 years, green and sustainability have been all the rage because of these movements' positive effects on people's health and the environment. For almost fifty years, they have been the subject of study. Many smaller businesses are joining the larger ones in attempting to lessen their environmental impact. In light of the increased awareness of the harm that consumers' previous practices have indirectly caused to the environment and themselves, there has been a dramatic increase in the demand for cleaner goods. A growing number of businesses throughout the globe are making eco-friendly claims as a result of the shift in emphasis on sustainable practices and manufacturing methods. Many merchants throughout the globe are also aggressively associating themselves with the notion, which has been accepted by numerous organizations¹. There is a lack of understanding of green retailing among both merchants and consumers in India, and the pace of change is quite sluggish. It would seem that the Green feature is limited to only one of the product or manufacturing processes. Our study's overarching goal is to learn how small green food retailers in the Telengana region feel about green retailing, the products they offer, the measures they take to inform consumers about their efforts, the extent to which they are committed to sustainable production practices, and how all of this affects their customer preferences in comparison to their non-green competitors. Using a handy sample technique, we called 247 of these stores and administered a standardized questionnaire. Our green retailing criteria were met by 184 merchants, and 132 of them responded. Our research indicates that there is a lack of clarity on green retailing within the local food business. Many stores are attempting to utilize the green badge in a variety of ways, but they aren't truly getting into the green movement. When it comes to green store performance, sustainability is the most important factor, followed by product features.