Volume : IV, Issue : XII, December - 2014

Green Marketing

Dr. M. Thirumagal Vijaya, M. Thamilarasi

Abstract :

Green Marketing is a phenomenon which has developed particular important in the modern market. In the emerging world the concept of pollution free activity is given more importance in all the sectors and in all stages. The environmentalists are targeting the industrial sectors as the major contributors for depleting natural resources and environmental destruction. Hence, both production and marketing divisions of industries are stressed more to take utmost care in these areas along with fulfilling the market demands. To overcome these difficulties a new concept has born in the present globalized world where production, consumption and also marketing of the products can be carried effectively ensuring environmental safety. This concept is named as ‘Green Marketing’. But the question still remains “how safe can it be in the Indian scenario?” since India is one of the fastest developing nations and utilization of resources has to be carried continuously in order to maintain trade balance, both internal and external. The Balance of Payments has to be maintained at a proper level which was negative in the past and the country is still struggling to recover the losses. Hence this paper highlights how effective business can be carried out and how Green customers, who are concerned about the environment can be convinced and support their purchasing decisions. The paper explores the challenges and opportunities businesses have with green marketing. The paper also describe the reason why companies are adopting it and concludes that green marketing is something that will continuously grow in both practice and demand.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr. M. THIRUMAGAL VIJAYA, M.THAMILARASI Green Marketing Indian Journal of Applied Research, Vol.4, Issue : 12 December 2014

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