Authors: Mr. Akash R, Mr. Shri vishnu S, Mrs. Haseena N
Abstract: Sustainable marketing has become essential in the agricultural sector due to increasing environmental concerns and changing consumer preferences. This study focuses on Ponni rice, a widely consumed non-basmati rice variety in South India, and examines the need for sustainable marketing practices. Ponni rice is valued for its nutritional benefits, low glycemic index, and eco-friendly cultivation potential. However, lack of awareness, improper branding, and limited promotion of sustainability attributes reduce its market potential. This research analyzes consumer behavior, environmental impact, and marketing strategies to identify the importance of sustainable marketing. The study highlights how eco-friendly packaging, ethical sourcing, and awareness campaigns can enhance demand and support farmers. Sustainable marketing not only improves profitability but also ensures environmental protection and long-term food security
DOI: http://doi.org/10.5281/zenodo.20615855
