Financial Aspects of Green Marketing Practices: An Investor’s Perspective

Abstract

Environmental concerns are growing day by day, leading to the shift in preferences of individuals, hence the case of investors is not different. Although corporations are tirelessly working on contributing significantly to their communities and natural environments, but this could never be possible without the support of investors being the key stakeholders of those corporations. In this regard, this paper explores whether individual investors’ green concerns influence their investment preferences. Employing AHP, ANOVA, Factor Analysis and Regression analysis, the study provides evidence that Pakistani investors are significantly concerned about their environment that is reflected in their corporate related preferences. Green marketing strategies are widely spreading across the globe, but the fact is these are not free of cost. Hence, corporations are also of concern that whether their investors’ support the cost incurred on such green marketing practices. The study highlights that although financial benefits are of greatest importance for investors, but they are happily willing to contribute to their environment, as it will help establishing a healthy globe for our coming generations. This study is a great contribution to the policy makers at organizational and government levels, so that they can design effective green strategies and green marketing practices to contribute positively to the communities and environment.