Green marketing-A head start for sustainability

Since early 1990s, a major concern on ecological impact of industrial house on environment has been surfaced on marketplace. Not only the relation between human, organization and natural environment being redefined, but the implication thereof arebeing interpreted; because of these, new perceptions are being formed or re-evaluated onissues like environmental friendly products, recycle ability, waste-reduction, the cost associated with pollution and the price value relationship of environmentalism. Pressure from various stakeholders, Govt., environmentalists, NGOs, consumers is placed on businesses, which in turn keeps them under constant and relentless watch in their daily operations. A direct result can be seen in developed and developing countries where Govt. became more strict in imposing regulations to protect environment; at the same time, the consumers of these countries are being more and more outspoken regarding their needs for environmentally friendly products, even though questions remain on their willingness to pay a higher premium for such products. So in this era where consumers determine the fate of a company, green marketing imparts a proactive strategy for these companies to cater the market by imparting nature-friendly products/services which otherwise reduce or minimize any detrimental impact on environment. Green marketing must satisfy two objectives: improved environmental quality and customer satisfaction. This paper throws light on the concept and scope of Green Marketing and how it results in sustainability.