Green Marketing- An Overview

Abstract

Issue related to the warring of the ozone layer and day to day deterioration of oxygen level in the atmosphere has gained importance in business as well as in public life. Consumers are more concerned about their shopping behavior and purchases. They are concerned about the earth on which they are living and want to contribute towards its longevity and well-being. This paper focuses on various issues related to green marketing which is important aspect of marketing. Green marketing means the marketing of product which is environment friendly. As a result many companies all over the world are adopting green marketing as a marketing strategy. The paper aim at finding out what actually green marketing is all about and how can a business firm be more competitive edge over others. It focuses the main issues in adoption of green marketing practices. This paper describes the current situation of Indian market and explains the challenges and opportunities that the business has with green marketing.