Green marketing in India: An overview

Environmental pollution is a buzz word in today's business environment. In the modern age of globalization, it has become a challenge to keep our natural environment safe and that is the biggest need of the time. Consumers are also aware of the environmental issues like; global warming and the impact of environmental pollution. Green marketing is a phenomenon which has developed in the modern market and has emerged as an important concept in India as well as in other parts of the world, and is seen as an important strategy of facilitating sustainable development. In this research paper, main emphasis has been laid on green products, different ways to go green, green marketing as a competitive advantage and various companies opting green products and marketing.