Green marketing: a step towards sustainable business development .

Abstract

The Green Marketing is one of the hottest topics of discussion nowadays in the area of the marketing. Green Marketing is a philosophy which primarily advocates sustainable development. The Green Marketing is holistic marketing concept incorporates a broad range of activities, wherein the production, marketing, consumption and disposal of products and services happen in a manner that is less detrimental to the environment. According to Mr. J. Polonsky, green marketing can be defined as, “All activities designed to generate and facilitate any exchange intended to satisfy human needs or wants such that satisfying of these needs and wants occur with minimal detrimental input on the national environment”. Today Green Marketing has incorporated a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Green marketing involves developing and promoting products and services that satisfy customers’ wants and desires for quantity, performance, affordable pricing and convenience without having a detrimental input on the environment. Green marketing is inevitable. There is growing interest among the consumers all over the world regarding the protection of the environment. Worldwide evidence indicates people are concerned about the environment and are changing their behavior. As a result of this, green marketing has emerged creating awareness among the consumers all over the world regarding protection of the environment in which they live. Today it is evident that many consumers are becoming more concerned about environment-friendly products. The objective of the paper is to examine the evaluation of green marketing and its implementation by various corporates in India. It also highlight the need of green marketing in the corporate world. Further, the study helps to know the various practices made by companies for promoting green environment and also aimed at transforming the consumer minds and their perceptions towards environment.