Today's consumers are becoming more and more conscious about the environment and are also becoming socially responsible. Therefore, more companies are responsible to consumers’ aspirations for environmentally less damaging or neutral products. It ensures sustained long-term growth along with profitability. Green marketing is a holistic approach rather than the simple “marketing hype” or tactical opportunism practiced by some. It expands on the basic transaction concept by minimising a transaction's negative impact on the natural environment. Today be it a fad or by principle green initiativeness are an inherent part of many business firms. The “Green Imperative” is impossible to ignore, and companies are scrambling to understand how to develop business models that are more sustainable. This paper provides a bird's eye view on the benefits of green marketing and how to carry out green marketing for the existence of enterprises.

Reevaluating Green Marketing: A Strategic Approach

In present time the term green marketing is one of the most discussed issue . Green marketing is a
phenomenon which has developed particular importance in the modern market and has emerged as an
important concept in India as in other parts of the developing and developed world, and is seen as an
important strategy of facilitating sustainable development. In this research paper, main emphasis has
been made of concept, need and importance of green marketing. It explores the main issues in adoption
of green marketing practices and its relationship to sustainable development. The paper describes the
current Scenario of Indian market and explores the challenges have with green marketing. The paper
also examines the present trends of green marketing in India and describes the reason why companies
are adopting it and future of green marketing and concludes that green marketing is something that will
continuously grow in both practice and demand.

Green Marketing in India: An Overview

Green marketing is a hot topic in the information age. The current study focused on the last fifteen years' growth of reported topic. The paper explains the concept of green marketing and consumer behaviour. The paper is organized as the introduction of the green marketing. Followed by the perfective of Green marketing in global phenomenon. Later it discussed Customer satisfaction and Green marketing and at the end analysed challenges in green marketing.

Dr.Abhijeet Shelke

Papers

Consumer Behavior Analysis towards Green Marketing