Going Green in Business-A Study on the Eco-friendly Initiatives towards Sustainable Development in India

Abstract

Increasing awareness on the various environmental problems has led to a shift in consumer behaviour. There has been a change in consumer attitude towards a green lifestyle. Thus green Marketing has evolved special implications in the modern market. Green indicates purity through quality, fairness in price and worthy in dealings. Green marketing focuses on marketing eco-friendly products to satisfy the needs and wants of the customers. It adopts innovative techniques of product modification, dynamic product process, maintaining sustainability and diversified advertising etc. The vision of Green marketing is to protect ecological environment. Present day customers need to be socially responsible and conscious towards environmental aspects. Green marketing is a phenomenon which has developed particular important in the modern market and has emerged as an important concept in India as in other parts of developing and developed world, and is seen as an important strategy of facilitating sustainable development. In this research paper, the main emphasis has been made of concept, need and importance of green marketing. Data had been collected from multiple sources of evidence, in addition to books, journals, websites, and newspapers. It explores the main issues in adoption of green marketing practices. The paper describes the current scenario of the Indian market and explores the challenges and opportunities businesses have with green marketing.