Role of Information Dissemination in Promoting Green Consumption Mediating a Media Richness Perspective

Marketing among retailers involves various modes of information supply such as brochures, direct mail, newspapers, advertisements on radio, event marketing, social media marketing, e-commerce portals, etc. Retail marketing has its significance and contribution in effectively solving doubts of consumers and boosting sales. To make an effective consumption of green products among consumers, it is necessary to make their respective retailers aware of green marketing practices. The present study tried to analyse the significant modes of information supply and their contribution in generating awareness for green FMCG retailers of Gujarat; to identify the most contributing mode of information supply; and to build a communication model using MRT for generating awareness about green marketing practices with special ref-erence to FMCG retailers of Gujarat. A convenience sampling descriptive research design is adopted in Gujarat with a semi-structured schedule to collect data among 100 FMCG retailers of Gujarat. The data collected is analyzed using Frequency Distribution and Multiple Regres-sion. After analysing the effectiveness of various modes of information supply, the results derived that majority of the retailers are unaware of green marketing practices. The results emphasized upon unreached communication. The MRT model for richer green communication proposed in the findings of the study can help in fulfilling the communication gap between stakeholders and can contribute in generating awareness regarding green marketing practices. MRT suggests that advertisement, social media and face-to-face communication via whole-salers /dealers are the richer medias’ and have significant impact upon awareness for green marketing practices.