Green Marketing- Its Challenges and Opportunities

Abstract

In business as well as public life environmental issues have gained importance throughout the world. Today society becomes more concerned with the natural environment, business have begun to modify their behavior according to address society’s “new” concerns. Some businesses have been quick to accept concepts like environmental management system and waste minimization, Eco friendly products and have integrated environmental issues in to all organization activities. Green marketing is a phenomenon which has developed particular important in the modern market and has emerged as an important concept in India likes other parts of the developing and developed countries and is seen as an important strategy of facilitating sustainable development.