Green marketing in India: Emerging trends

Green marketing is a phenomenon, which has developed particular important in the modern market. In the emerging world, the concept of pollution free activity is given more importance in all the sectors and in all stages. The environmentalists are targeting the industrial sectors as the major contributors for depleting natural resources and environmental destruction. Hence, both production and marketing divisions of industries are stressed more to take utmost care in these areas along with fulfilling the market demands. To overcome these difficulties, a new concept has born in the present globalized world where production, consumption and marketing of the products can be carried effectively ensuring environmental safety. This concept is named as ‘Green Marketing’. Green marketing is the marketing of products that are presumed to be environmentally safe. Thus Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes as well as modifying advertising. This paper attempts to examine, the concept of green marketing, present trends of green marketing in India and its future as well as explores the challenges and opportunities businesses have with green marketing.