Although environmental issues has influenced all activities but very few academic disciplines have integrated green issues into their literature. Retailers have begun to adapt their behavior in an attempt to address society's "new" concerns. Smart business houses have accepted green marketing as a part of their strategy. Now a day‘s green marketing is becoming more and more important to businesses because of the consumer‘s genuine concerns about our limited resources on the earth. By implementing green marketing measures to save the earth‘s resources in production, packaging, and operations, businesses are showing consumers they too share the same concerns, boosting their credibility. Retailers are looking for the ways to differentiate an build customer loyalty in this competitive environment and customers are increasingly showing preference for retailers who are environmentally responsible. Ultimately green marketing requires that consumers want a cleaner environment and they are willing to pay high price for it. Some businesses have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. Terms like "Green Marketing" and "Environmental Marketing" appear very frequently. Many governments around the world have become so concerned about green marketing activities that they have attempted to regulate them. The objective of this paper is to attempt to introduce the terms and concept of green-marketing; about the importance of green marketing; examine some reasons that make the organizations interested to adopt green marketing philosophy and also to evaluate the initiatives taken by the big retailers across the globe and concern for green marketing in their core business values; also highlights some problems that organization may face to implement green marketing. In this changing scenario there is a dire need of paradigm shift in the way the management institutes and business-houses think about their role in attaining sustainable development.
Green Marketing, Environmental Marketing, sustainable development
