Green marketing initiatives by Indian corporate- prospects and confronts in facing global competition

Currently, there is escalating awareness among the consumers all over the world concerning protection of environment. The growing awareness among the consumers regarding the environmental protection had inculcated the interest among people to bestow a clean earth to their progeny. Various studies by environmentalists indicate that people are more concerned about the environment and are changing their behavior pattern so as to be less hostile towards it. Now we can see that most of the consumers, both individual and industrial, are becoming more concerned about environment-friendly products. Most of them believe that environment-friendly products are safe to use. Now is the era of recyclable, non-toxic and environment friendly goods. As a result, green marketing has emerged, which aims at marketing sustainable and socially-responsible products and services in the society. This has become the new mantra for marketers to satisfy the needs of consumers and earn better profits.