Innovative marketing trends & practices: Green marketing submitted to: Zenith research group of journals

Post industrial revolution impacting mass production and subsequent globalization with fast pace development in information technology and communication has changed the life style globally since the last few decades. No doubt, such a pace of development in all spheres and sectors is incredible and greatly commendable in alleviating poverty, health, employment and quality of life. But by exploiting the ecosystem for selfish interests, we find pollution, depletion of natural resources, global warming and deteriorating ecology which is now the main issue of concern globally.

With growing awareness of the environmental hazards there is a growing awareness and concern among the consumers globally to protect the environment. Environmental issues have gained prominence in business, society and public policy disclosures. As a result, green marketing has emerged with a concern for marketing sustainable and socially responsible products and services. Both consumers and marketers are becoming sensitive to the need to switch to green products and services with a social responsibility to leave behind a cleaner earth. Although this shift to green may be very expensive in the short run, but will prove to be cost-effective and indispensable in the long.

Of late, this innovative trend of green marketing has elicited a lot of debate. Through exploration of literature, this paper envisages to analyze the emerging innovative trend of green marketing for a sustainable development.