Green marketing challenges: The road ahead

No one today can deny or even avoid environmental concerns. Pro-environment thinking is day by day becoming an integral part of our daily life. Going green, environmental protection, sustainable life style, sustainable development, protecting our earth, organic farming, are the buzz words that steer our choice of the products today. Green marketing is a tool used by many companies in various industries to follow this trend. It incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Some other terms used synonymously for Green marketing are Environmental Marketing and Ecological Marketing. There has been a lot of literature review on green marketing over the years. This paper analyses the adaptation of green marketing strategies by different companies and its impact on customers ’buying behaviour. The paper also focuses on the challenges and opportunities for going green way.