Reevaluating Green Marketing: A Strategic Approach

Today's consumers are becoming more and more conscious about the environment and are also becoming socially responsible. Therefore, more companies are responsible to consumers’ aspirations for environmentally less damaging or neutral products. It ensures sustained long-term growth along with profitability. Green marketing is a holistic approach rather than the simple “marketing hype” or tactical opportunism practiced by some. It expands on the basic transaction concept by minimising a transaction's negative impact on the natural environment. Today be it a fad or by principle green initiativeness are an inherent part of many business firms. The “Green Imperative” is impossible to ignore, and companies are scrambling to understand how to develop business models that are more sustainable. This paper provides a bird's eye view on the benefits of green marketing and how to carry out green marketing for the existence of enterprises.