Organizational Change and Green Marketing: Service Sector in India

Changes take place in all organization, irrespective of the nature of industry. The increasing global competitions have made all firms realize that economic growth of the firm is possible only if it adds value to its output and that implies change. Green marketing has emerged as an important concept throughout the world which is fortunately or unfortunately used as a strategy by organization to persuade the consumers. Green marketing in the service sector requires an integration of all the 8 P's of service marketing. Service sector has the biggest share in India's GDP. Service sector is more heterogeneous compared with the other two sectors in India. Green marketing has been very well absorbed by service sector in areas like banking, transportation, hotel, hospital, energy, ITC etc. The organization need to develop and adopt new technologies &to find innovative ways for enhancing green marketing practices in organizations. The Indian government is also required to play a proactive role in this regard.