Acknowledging awareness on the numerous environmental related problems has led a shift in the way consumers assume about their life. Changes has been observed in consumer believes for a green lifestyle. People are now days actively trying to decrease their smash on the environment. Although, this is not extensive and is still enlarge. Business and organizations however have identified this revamp in consumer attitudes and are trying to acquire a fringe in the competitive market by exploiting the prospective in the area of green market. In the modern epoch of globalization, it has emerged as a challenge to keep the consumers in bend and even keep our natural environment safe and that is the biggest need of the time. Green marketing is an occurrence which has developed specific significance in the current market and has transpired as an important notion in India and in other locations of the developing and developed countries, and is considered as a crucial strategy of accelerating sustainable development and growth. This research paper emphasizing on concept, need and prominence of green marketing. Data for this research has been collected from various sources of evidence, in addition to, journals, books, websites and newspapers. It investigates the main affairs in affectation of green marketing enactment. The paper narrates the current Scenario of Indian market and traverses the provocations of green marketing.
Green Marketing, Environment, Traditional Marketing, Consumer, Marketer
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