Perspective viability and dimensions of sustainable green marketing – a new outlook

According to Ehrenfeld (2008), sustainability is the possibility of the human and other life will flourish on the earth forever”. Sustainable development as per the “Report of the World Commission on Environment and Development (United Nations, 1987)”can be viewed as a pattern of resource use that aims to meet human needs while preserving the environment so that these needs can be met not only in the present, but in the indefinite future. Sustainable development is the form of development which aims at sustainable consumption and sustainable economic growth and tries to protect theenvironment. The green marketing has evolved over a period of time. The industries who claim that they are environment friendly and have concern for society are known as green industries, their marketing philosophy is termed as green marketing and their environment friendly products are called as green products. It is also believed by the companies that if they will offer green products it will give them a competitive advantage over their competitors as people these days have a positive attitude for green products. This research is an attempt by the authors to understand the attitude of Industries in India towards green marketing.