The concern about natural environment has forced the businesses to modify their processes in order to address the new issues of the society. Increased attention of customers towards natural environment has changed their behavioral pattern. Green marketing plays a significant role in promoting and reinforcing the objective of building sustainable development and environment protection both for the customers as well as the companies. Awareness about various environmental problems has changed the attitude of customers towards green lifestyle. This has given the organizations an opportunity to exploit their potential in green marketing industry for gaining an edge in the competitive market. Green marketing is a phenomenon of producing those goods and services that satisfies the customer's needs and do not have the detrimental impact on the environment. The concept of green marketing has become very important in the modern market as it is seen as an inevitable tool in building sustainable development. Various literatures have been reviewed from various sources like books, websites, journals and newspaper in order to understand the significance of green marketing. This paper attempts to examine the present scenario and potential of green marketing in India and evaluates the strategies and challenges faced by the companies. Solutions to handle various social and environmental problems in India and reasons for companies to venture into green marketing have also been discussed in this paper.
environmental issues, green marketing, green products, sustainable development
