Green marketing helps sustain life

As we are passing through 21st century, in the present scenario of globalization and innovative technological advancements, one thing that we are missing very badly is the depletion of greenery. As society becomes more concerned with the natural environment, business organizations have begun to modify their working in an attempt to increase greenery to the maximum possible. Green marketing is considered the most essential part of development in business process now a days. According to Henion “Green Marketing is defined as the implementation of marketing programmes directed at the environmentally conscious market segment.” Keeping in mind all the points related to environment protection, the role of green marketing is expected to be observed at all levels of business process in this world of internationalization. Main emphasis has been made on analysis of the concept and need of green marketing in business process so as to make our environment human friendly. As such, the need and importance has been discussed in detail in this research paper. Research Methodology used while conducting this study includes questionnaires, market survey and personal interviews with marketing professionals and environment research scholars. Coming to the findings, there is utmost need to create awareness, implement and follow green marketing as much as possible in today's business world of innovative technologies.