A LITERATURE REVIEW ON GREEN MARKETING OPPORTUNITIES & CHALLENGES WITH SPECIFIC REFERENCE TO INDIAN SCENARIO

Dr. Jomon Lonappan

Abstract


Green marketing is a phenomenon which has developed particular important in the modern market. In the emerging world the concept of pollution free activity is given more importance in all the sectors and in all stages. The environmentalists are targeting the industrial sectors as the major contributors for depleting natural resources and environmental destruction. Hence, both production and marketing divisions of industries are stressed more to take utmost care in these areas along with fulfilling the market demands. To overcome these difficulties a new concept has born in the present globalized world where production, consumption and also marketing of the products can be carried effectively ensuring environmental safety. This concept is named as ‘Green Marketing’. But the question still remains “how safe can it be in the Indian scenario?” since India is one of the fastest developing nations and utilization of resources has to be carried continuously in order to maintain trade balance, both internal and external. Hence this paper highlights the concepts related to Green Marketing, why Green is important, why companies launch Green Products, who are concerned about the environment can be convinced and support their purchasing decisions. The paper explores the challenges and opportunities businesses have with green marketing. The paper also describe the reason why companies are adopting it and concludes that green marketing is something that will continuously grow in both practice and demand

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