Going green-green marketing

Today, the diversity and availability of green products indicate that consumers are not indifferent to the value offered by environmental benefits. Consumers are buying green-but not necessarily for environmental reasons. The market growth of organic food and energy-efficient appliances is because consumers desire their perceived safety and money savings, respectively. Thus, the apparent paradox between what consumers say and their purchases may be explained, in part, by green marketing myopia-a narrow focus on the greenness of products that blinds companies from considering the broader consumers and social desires. The environmental problems in India are growing rapidly. The increasing economic development, rapid growth of population and growth of industries in India is putting a strain on the environment, infrastructure and the countries natural resources. Industrial pollution, soil erosion, deforestation, rapid industrialization, urbanization and land degradation are all worsening problems, in view of the above the paper highlights about green marketing.