Published Paper Details:

This paper examines several changes that created a new landscape for green products and green innovations. Careful investigation reveals that external business environment have been witnessing many changes and the turning point came after late 19th century which led to green consumerism and compelled corporate houses to think about sustainability and environment protection. Slowly and gradually landscape for green products and green innovations took clear shape and the market potential of green products was visible. Changing climate, ever increasing awareness of consumers and their willingness to opt for green products consciously, and several pressures built up globally led the world including India towards eco innovations and finding the feasibility of the same. Corporates undertook green projects and tried to differentiate their products from rival brands and infact they could sustain their success and enjoyed competitive advantage for a longer time in the market. Global giants like Coca-cola, P&G, Amazon, Apple have invested their resources and created iconic brands through eco innovations. Thus, eco innovations can be internalized successfully for business growth, sustainability, profit and customer delight.