dc.description.abstract |
The earth and green are incessantly linked with each other. But in today’s world green has
become a neglected object. As a result, earth’s own balance is disrupted; resulting in no one is getting
relief from environmental pollution, earthquake, tsunami, health problem. In this current business
scenario environmental issue play on important role in business. They are trying to change consumers’
behaviors and creating pollution free environment by using green things without harming the
environment. This concept is called green marketing or ecological marketing or environmental
marketing. Green marketing and green product development are useful techniques that are used by firms
to increase the competitive advantages. Green marketing and green product development have various
benefits to increase sustainable environment and increase awareness of brand image. But in modern
globalization era, it has become a challenge to keep consumers as well as consumers in fold and even
keep our natural environment safe that is the biggest need of the time. Green marketing is a phenomenon
which has developed particular important in modern market. The development in green marketing has
opened the door of opportunity and concern with the natural environment and business have to quick
accept concept like waste minimization, ecofriendly product, green packaging, pricing and have
integrated environmental issues into organizational activities. In this paper, the main emphasis has been
made of need, importance of green marketing. This paper describes the current scenario of the market
and explores the challenges and opportunities businesses have with green marketing. |
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