Paradigm Shift: Traditional Marketing to Green Marketing

With the emergence of a large number of environmental problems all over the world, there arises the need to protect and preserve the earth's natural environment and resources. Environmentalism in the present scenario has become as a global event, as a resultant ecological consumerism is playing a very important role in guiding customers to focus on Green Marketing. World-wide evidence indicates that customers and marketers are becoming concerned about the environment and are changing their behaviour accordingly. For adoption of green marketing practices by marketers and making consumers aware of green products, it is imperative to have a sound understanding of green marketing. Therefore this paper attempts to develop the conceptual understanding of traditional marketing and green marketing by discussing the differences between both Traditional marketing and green marketing in a broad manner. This will help the marketers and consumers to decide why to shift towards Green marketing. Furthermore this paper attempts to bring forward that why we are going GREEN by emphasizing the characteristics of Green products.