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European Journal of Business &

Social Sciences

Available at https://ejbss.org/

ISSN: 2235-767X

Volume 07 Issue 01

January 2019

Available online:https://ejbss.org/ P a g e | 730

Green Marketing In India: An Overview

SUMAN KUNDU

Assistant Professor, Faculty of Commerce,

I.B. (PG) College, Panipat

ABSTRACT

With an increase in green consumerism and with corporate environmentalism, companies have

started making use of green marketing strategies and techniques. In India too, environmentalism

has started gaining ground. A number of environmental laws have been promulgated in the

country to prevent environmental degradation. Both government and nongovernment

organizations have floated green campaigns to combat the ever increasing problems of pollution

and fast depletion of natural resources. Green Marketing is a phenomenon which has developed

particular important in the modern market. In the emerging world the concept of pollution free

activity is given more importance in all the sectors and in all stages. The environmentalists are

targeting the industrial sectors as the major contributors for depleting natural resources and

environmental destruction. Hence, both production and marketing divisions of industries are

stressed more to take utmost care in these areas along with fulfilling the market demands. To

overcome these difficulties a new concept has born in the present globalized world where

production, consumption and also marketing of the products can be carried effectively ensuring

environmental safety. This concept is named as ‘Green Marketing’. Green marketing is an event

which has a particular importance in the modern market and has become an important concept in

the market of India. Here in this paper, an attempt has been made to emphasize the meaning of

the concept, need and its importance. A lot of books and journals as well as the websites have

been used to collect the data as a source of evidence. This paper also walks around the issues

which may there in India while adopting green marketing practices. It will also be described

what challenges and opportunities the businesses in India will have with green marketing.

Key words: green marketing, Indian market, issues in green marketing.