Volume : VIII, Issue : II, February - 2018

GREEN MARKETING -A STEP TOWARDS SUSTAINABLE DEVELOPMENT OF INDIA

Shailender Kumar, Geetu

Abstract :

 

Environmental and Ecological issues constitute an imperative concern for a major part of the global consumers and Entrepreneurs. Consumers are becoming increasingly educated about the environmental impact of Human activities. As 66% of global consumers are willing to pay more for sustainable products ( Nielson Global Corporate Sustainability  report 2015). To ensure sustained long term growth along with profitability, reduction in cost, competitive advantage, receiving subsidies from Government and Corporate social responsibility the "GREEN MARKETING" has become a necessity in the market.The Indian companies who adopted Green Marketing practices definitely achieved greater heights in success compared to those who are still working with the same traditional marketing practices and making no efforts to make the environment safer and sustainable. This research paper explains the concept of green marketing, its components, need for companies to going green (considering the pollution in the environment). It highlights the Initiatives taken by government for sustainable development and the Indian companies who succeeded in Green marketing.

Keywords :

Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

SHAILENDER KUMAR, GEETU, GREEN MARKETING -A STEP TOWARDS SUSTAINABLE DEVELOPMENT OF INDIA, INDIAN JOURNAL OF APPLIED RESEARCH : Volume-8 | Issue-2 | February-2018

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