A conceptual study of green marketing in the Indian context

Protection of environment is an issue of key concern today, world now moving forward with a common goal of protecting the environment and attaining the sustainable development. Green Marketing satisfies all human needs with minimal detrimental impact on the natural environment. Green marketing includes consumer goods, industrial goods as well as the service sector because manufacturing as well as the service sector both contribute towards the ecological imbalance and depletion of ozone layer. Business houses now rethink and plan their strategies in a more innovative and environmental friendly way. Green marketing is perceived as an opportunity by many business houses to achieve their long term goals. Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packing changes and also modifying advertising. This paper attempts to discuss the subject of “concern for environment” in depth by examining the concept of green marketing, green marketing mix, rules for green marketing and various initiatives taken organization as well as the government in the Indian context. This paper also highlighted the future prospect of green marketing in India.