AWARENESS OF GREEN MARKETING THROUGH DIGITAL MARKETING TECHNOLOGIES AMONG GRAPE GROWERS IN KARNATAKA

This study aims to examine the level of knowledge about green marketing strategies among grape growers in Karnataka and to evaluate the usage of digital marketing platforms by these framers. Grape producers' awareness of green marketing methods and their usage of digital marketing platforms are both examined in relation to demographic characteristics in the study. The present study is exploratory in nature; the researcher aims to explore the awareness of the grape farmers on green marketing through digital marketing channels. The sample for the study is draw from Karnataka state. Using the Cochran formula of unknown population, 100 Farmers were chosen from four divisions of Karnataka using convenience sampling technique. Bangalore division (20 Farmers), Mysore (20 Farmers) division, Kalaburgi (30 Farmers), and Belgavi division (30 Farmers). A semi structured questionnaire was prepared using the regional language Kannada and data was collected on the existing use of Digital marketing Platforms and awareness of green marketing among the farmer. Three questions were asked to measure the use of digital marketing platforms and three questions were connected with awareness of green marketing practices. A 5-point likert scale of agreement was used to record the responses on the grape growers. The data is analysed using the ANOVA and Independent t test results conducted through the SPSS software. The results of the study indicate that the mean scores below 3.00 indicate disagreement range of responses which shows that less than 35% farmers in the study use digital marketing channels. There was least awareness of green marketing practices among Grape growers in Karnataka. Due to lacking of proper education and support, farmers cannot effectively use environmentally friendly processes within the agricultural processes. To this end, more awareness creation and sensitisation efforts should be rolled out to educate grape growers in Karnataka on the rationale for green marketing as well as its possible benefits.