Volume : IV, Issue : I, January - 2014

Green Marketing and Sustainable Development Challenges and Opportunities

Prof. Jatin K. Modi

Abstract :

In the modern era of globalization, it has become a challenge to keep the customers as well as consumers in fold and even keep our natural environment safe and that is the biggest need of the time. As Society is becoming more aware of the environmental issues like; global warming and the impact of environmental pollution, businesses have begun to modify their behavior in an attempt to address society\'s "new" concerns. Green Marketing is one such phenomenon which has grabbed particular attention in the modern day market by corporate houses and government and is seen as an important strategy of facilitating sustainable development in all over India as well as globe. The development of green marketing has opened the door of opportunity for companies to co-and their products into separate line, lauding the green-friendliness of some while ignoring that of others. There has been a lot of literature review on green marketing over the years, the paper identifies the segments of green consumers and explores the challenges and opportunities businesses have with green marketing. The paper describes the reason why companies are adopting it and future of green marketing and concludes that green marketing is something that will continuously grow in both Practice and demand.

Keywords :

Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Prof. Jatin K. Modi Green Marketing and Sustainable Development Challenges and Opportunities Indian Journal of Applied Research, Vol.IV, Issue. I

Number of Downloads : 705

References :