Green Marketing� Challenges And Best Practices

Nidhi Aggarwal

Volume : VI, Issue : VI, June - 2016

Green Marketing� Challenges And Best Practices

Nidhi Aggarwal

Abstract :

 Eco marketing, otherwise known as green marketing or sustainable marketing, is the practice of improving the ecology and economy of marketing through sustainable marketing and green business practices and the formation of partnerships with environmentally responsible, eco–conscious vendors. The objective of this paper is to highlight the challenges being faced by Indian companies which have adopted Green Marketing and also what should be done by such companies if they actually want to harvest the benefits out of the practice of going green. The present paper studies the theoretical concepts of the green Marketing, green products, green marketing mix and benefits of green marketing. The research paper concludes that Green marketing should not neglect the economic aspect of marketing. Marketers need to understand the implications of green marketing. We must find an opportunity to enhance our product‘s performance and strengthen our customer‘s loyalty and command a higherprice.Green marketing is still in its infancy and a lot of research is to be done on green marketing to fully explore its potential.