Hot-spots of green marketing

The journey of the United Nation Framework Convention on Climate Change since 1992 Rio Summit, to Durban Conference of Parties-17, failed to achieve anything concrete towards climate change. In this era of high concern for environment where intelligentsia and academia are hunting for the ways and means to minimize environmental degradation, Green Marketing has come as a panacea in the hands of marketers. Despite the fact that propagators of Green, claim that Green Marketing can mitigate the environmental degradation that too without preventing industrial growth, the concept of Green is not gearing up at a pace as expected. The basic objective behind this research is to identify hot -spots of green marketing and make an attempt to find out ways to overcome them. The research is based on primary as well as secondary source of information. Research findings revealed that there is a wide ‘Attitude-Behavior gap‘ in Pune city, secondly there are number of reasons responsible for it and lack of awareness Green marketing and its role in mitigating climate change is the most important of all.