Abstract
Environmental issue is a blistering theme nowadays as almost every country‟s government and society has started to be more aware about this issue. Green marketing is the way to promote environmental friendly goods and services. Most of the companies are upgrading into green marketing because of the following reasons: In India, around 86% Indian consumers surveyed and placed faith in energy efficient products and appliances, followed by recyclable packaging (79%), Global Online Environment and sustainability, survey by Nielsen has said, least impact was given to products and fair-trade products (44%). Green marketing is in process to become even more favourable to the society as majority people are becoming anxious with environmental issue and deciding that they want to spend their money in a way that is favourable to the planet. It assimilates a broad range of activities, including product upgradation, updates in the production process, feasible packaging, as well as customised and creative advertising. This type of marketing can be profitable due to the increase in demand. Green environmental and eco-friendly marketing are part of the new marketing approaches which do not just refocus, adjust or enhance existing marketing thinking and practice, but seek to challenge those approaches and provide a sustainably different perspective. This paper also focuses upon the eco-friendly practices followed by major sector in India.
Keywords: Green Marketing, Eco-friendly marketing, Green livelihood, Green Environment.
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