Published Paper Details:

Green Marketing is a concept which has developed particular importance in the modern market. Now a day it has become a big problem to protect the environment from pollution. Consumers are also aware of the environmental issues, like global warming and impact of the environmental pollution. There has been a wide change in consumer attitudes towards a green lifestyle. Increasing awareness on the various environmental problems has led a shift in the way consumers go about their life. People are actively trying to reduce their negative impact on the environment. The current study introduces the concept of green marketing and looks into the various ways in which the different consumer attributes are related to the concept of green marketing. The paper describes the current scenario of Indian market and explores the challenges and opportunities businesses have with green marketing, 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.