Vol 09-1

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Open Access
Sustainable 7Ps for Supermarkets in Bangladesh
(North South University, 2018-12) Dr. Muslima Zahan; Dr. Frank Henry Wade; Mohammad Mahboob Rahman
Green marketing mix or sustainable 7Ps is the cutting edge issue. To keep up with the changing needs of consumers and changing climate as well as business environment, companies need to adopt green marketing practices. Thus this study finds out whether supermarkets of Bangladesh are adopting green marketing mix. The study found that 90% of consumers are aware about green products (or organic; product that do not harm the environment) and want to purchase these products from a trusted source like supermarkets. Survey results show that 65% consumers expect the green products should also be at competitive prices. Product placement such as shelf display, point of sale advertising, employee training, green product promotion and packaging, improvement of physical environment and selling processes are demanded by the respondents of this study. Supermarkets in Bangladesh hardly try to achieve competitive advantage through Green Marketing Mix. Though they can meet consumer expectations and be more profitable through. So, it is time for supermarkets to act green as well.