*Assistant Professor, Department of Commerce, Kamala Nehru College, University of Delhi, New Delhi, India
**Research Scholar, Department of Commerce, Delhi School of Economics, University of Delhi, New Delhi, India
Online published on 11 July, 2017.
Green marketing is a phenomenon quite popular in the modern times. Actually, this concept was given prominence in the late 1980s and 1990s. Now a days, firms start moving towards greening strategies with a purpose to gain competitive advantage in the market and creating image in the minds of customers. Secondary sources are used. The aim of this paper is to study the concept of green marketing, its approaches and strategies, and leading examples of the companies.
