Volume : VII, Issue : III, March - 2017

GREEN MARKETING IN INDIA: EMERGING OPPORTUNITIES AND CHALLENGES

Miss. G. A. Hema

Abstract :

 According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a oad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. "Green Marketing" refers to holistic marketing concept wherein the production, marketing consumption an disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, non–biodegradable solid waste, harmful impact of pollutants etc., the evolution of green marketing has three phases. First phase was termed as as “Ecological” green marketing, and it indicates all the marketing activities were concerned to help the environmental problems and to solve it. Second phase was “Environmental” green marketing and that involved  designing of innovative new products , which take care of pollution and waste issues. Third phase was “ Sustainable” green marketing. Some of the examples for green marketing are appliances, and  electronics, household cleaners cars. whereas companies like Indian oil’s green agenda initiatives, Tata’s new mantra Wipro’s green machines etc. are the companies going for green marketing.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

MISS.G.A.HEMA, GREEN MARKETING IN INDIA: EMERGING OPPORTUNITIES AND CHALLENGES, INDIAN JOURNAL OF APPLIED RESEARCH : Volume‾7 | Issue‾3 | March‾2017

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