• Dr. Jomon Jose M
• Miss. Sneha Pradeep

This study investigates the influence of green marketing strategies on the business performance of service firms. Green marketing is characterized by the commitment to develop eco-friendly goods and services, employing practices such as recyclable packaging, pollution prevention, and energy efficiency. The study collected demographic and primary data through interviews and questionnaires administered to 100 respondents, representing customers from the banking, education, and IT sectors in Kerala. Validity and reliability were assessed through a pilot survey and Cronbach's Alpha. Correlation coefficients and multiple regression analyses were conducted to test hypotheses and determine the relationships and effects of variables. The findings indicate a positive and significant relationship between green marketing strategy and business performance. The dimensions of green marketing were found to have a strong influence on the business performance of service firms. The study concludes that adopting green marketing strategies can lead to sustainable customer satisfaction, fulfilling corporate objectives, and improving business performance. Recommendations include encouraging firms to incorporate green marketing concepts to enhance customer satisfaction, profitability, and business performance on both local and global scales.

green marketing, service firms, corporate image and business performance.

"The Impact of Green Marketing Strategies on Business Performance of Service Firms: An Empirical Study in Kerala", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 7, page no.f19-f28, July-2023, Available :http://www.jetir.org/papers/JETIR2307503.pdf

"The Impact of Green Marketing Strategies on Business Performance of Service Firms: An Empirical Study in Kerala", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 7, page no. ppf19-f28, July-2023, Available at : http://www.jetir.org/papers/JETIR2307503.pdf