Published Paper Details:

Now a days there is growing interest among all sections of public regarding protection of environment, promote social development and to discard the ignominy of widespread poverty. Worldwide evidence indicates people are concerned about the environment and are changing their behaviour. As a result the concept of "eco friendly" has came in existence. This concept is not only limited to the production activity, but also spread to all functions of business. The Marketing is the main function of every business concern. Application of eco friendly function in marketing is simple called as "Green Marketing", Environmental Marketing", Ecological Marketing", became topics of discussion in the popular press. As a result, green marketing has emerged a means for sustainable and socially responsible business. The object of this study is to understand the concept of green marketing, the benefits, measures to take to implementation green marketing.