Main Article Content
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.