Green Marketing–Practices and Challenges in the Indian Context

  • Ambica Prakash Mani Department of Commerce, Graphic Era (Deemed to be University), Dehradun, Uttarakhand, India
  • Samridhi Bhandari Department of Commerce, Graphic Era (Deemed to be University), Dehradun, Uttarakhand, India
Keywords: Green Marketing, Green Consumer, Sustainable Development


This research is an attempt to explain the concept of green marketing and practices that are adopted by some renowned companies in India. Green marketing is the practice of producing, using, consuming, recycling and disposing products that are less burdensome for the environment. The concept gained popularity when environmental concerns stared occupying the centre stage and ecological concerns were riding everyone’s mind. During this time a new segment of consumers appeared on the timeline, these consumers are referred as green consumers, particular due to their concern for environmental issues. These consumers displayed green purchasing by adopting products that are non toxic and have less ecological concerns. The concerns of these consumers were reciprocated by a number of leading companies that are adopting practices for protecting and preserving the flora and fauna, there by bearing the flag for sustainable development.


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