Green marketing: a step towards sustainable development

[Sustainable development aims at conserving resources for future generation. It focuses on meeting the needs of present without compromising the ability of future generations to meet their needs. Companies exploit the resources of society and contribute maximum towards environmental pollution. As part of their corporate social responsibility as well as due to economic laws of the country, corporates are becoming sensitive to social and environmental problems. In modern era, companies are taking many steps to keep our environment safe. Green marketing is one such step taken by almost every big corporate giant which aims at sustainability and development. This research paper emphasizes on concept of green marketing and role of companies towards sustainable development through green marketing. This research paper is based on theoretical research and data is collected from books, journals and websites. This paper describes why and how companies are adopting green marketing practices. The paper concludes that now-a-days more and more companies are going green thus contributing towards sustainable development. Companies are taking necessary steps to manage their ecological responsibilities.]