Published Paper Details:

Green marketing is a phenomenon which has developed particular important in the modern market and has emerged as an important concept of India as in other parts of the developing and developed world. And is seen as and as on important strategy offacilitating sustainable development. In this research paper main emphasis has been made of concept need and importance of green marketing. Data has to be collected from multiple sources of evidence, in addition to books, journals, websites andnewspapers. It explores the main issues in adoption of green marketing practices. The paper describes the current scenario of Indian market and explores the challenges and opportunities business have with green marketing. The 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. Sound macroeconomic policy is critical to the success of micro economic measures like much of environmental policy a fact other neglected by environmental reformers. There are two implications are there i.e., First in the long term, improved governance will enhance environmentally sustainable management of renewable resources finite resources and the global pollution sinks. Secondly, until such improvements occur, environmental policies are likely to underperform unless they are adapted to take account of flawed macro policies. Environmental reformers therefore need to support efforts the international financial institutions to improve macroeconomic management.