Green marketing-trends and challenges

Polonsky (1994) defines green marketing as, “All activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs with minimal detrimental impact on the natural environment". According to a recently released global enterprise survey, India is the world leader in green IT potential. Among the companies that have succeeded so far in their green marketing strategies are Apple, HP, Microsoft, IBM, Intel, Sony and Dell. HCL has a comprehensive policy designed to drive its environmental management program ensuring sustainable development. HCL is duty bound to manufacture environmentally responsible products and comply with environmental management processes right from the time products are sourced, manufactured, bought by customers, recovered at their end-of-life and recycled. As resources are limited and human wants are unlimited it is important for the marketers to utilize the resources efficiently and effectively. If we want to pass a worth living world and life to future generations, green marketing is inevitable. The paper examines the present trends of green marketing in India and its future.