Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Book Chapter Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource The influence of environmentally mindful marketing tactics on the perceptual framework and predispositions of generation Z shoppers in the Indian app Description An account of the resource Green marketing decisively helps businesses distinguish themselves from their competition, strengthen their image, and obtain the attention of consumers who increasingly prefer environmentally conscious businesses. By elevating a business's reputation and image, green marketing creates an effect on how people consider a brand and enhances customer loyalty and retention. The "green generation, " or Generation Z, is well-known for its sustainable product preferences and ecological concerns. The study analysed how green marketing techniques relate to and affect Gen Z customers' purchasing habits in India's garment industry. The study targeted 300+ Gen Z consumers through an online cross-sectional survey to get information on their perceptions of green brands, green marketing tactics, purchase intentions, and buying patterns. This study found that green marketing tactics used by fashion firms have a favorable impact and the ability to affect various aspects of customer behavior. 2024, IGI Global. All rights reserved. Creator An entity primarily responsible for making the resource Hothur S.S.; Paramasivan S.; Sankar M.; Bhagat S.; Thomas R. Source A related resource from which the described resource is derived Driving Green Marketing in Fashion and Retail, pp. 131-147. Publisher An entity responsible for making the resource available IGI Global Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3693-3049-4.ch008" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3693-3049-4.ch008</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85196455861&amp;doi=10.4018%2F979-8-3693-3049-4.ch008&amp;partnerID=40&amp;md5=26ca45b434c17e3cfb8720d8565b4223" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85196455861&amp;doi=10.4018%2f979-8-3693-3049-4.ch008&amp;partnerID=40&amp;md5=26ca45b434c17e3cfb8720d8565b4223</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISBN: 979-836933050-0; 979-836933049-4 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Book chapter Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Hothur S.S., Christ University, India; Paramasivan S., Christ University, India; Sankar M., Christ University, India; Bhagat S., Christ University, India; Thomas R., Christ University, India