Green marketing: an analytical study

The term Green Marketing is the buzzword used in industry which is used to describe business activities which attempt to reduce the negative effect of the products/services offered by the organizations to make it environmentally friendly. Green revolution, going green, environmental protection, environmental friendly, sustainable life style, sustainable development, protecting our earth and many more has become a natural phenomenon in our everyday life. Green marketing is a tool which is used by many organizations in various industries to follow this trend.In this research paper authors have tried to introduce the terms and concepts of green marketing, briefly discuss that why going green is important, examine some of the reasons that organizations are adopting a green marketing philosophy and lastly mention some of the problems with green marketing. Also, current study introduces the concept, need and importance of green marketing and looks into the various ways in which the different consumer attributes are related to the concept of green marketing.