Green Marketing Practices In Present Scenario

Abstract

In the modern era of globalization, customers and manufactures have directed their attention towards environment friendly products that are presumed to be ‘green’ or environment friendly like low power consuming (energy efficient) electrical appliances, organic foods, products those are recyclable, products that do not harm or pollute the environment. Green Marketing is a creative opportunity to innovate the ways that make a difference and at the same time achieve business success. The objective of present study is to provide a Skelton on green marketing in India. This paper also tries to find out the present scenario, initiatives taken by business organizations towards green marketing and different ways to greenness.