Green Marketing –Practices and Challenges in the Indian Context
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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