OPPORTUNITIES AND CHALLENGES OF GREEN MARKETING IN INDIA

Abstract

In the modern era of globalization, it has become a challenge to keep the customers as well as Consumers in fold and even keep our natural environment safe and that is the biggest need of the time. Consumers are also aware of the environmental issues like; global warming and the impact of environmental pollution. Green marketing is a phenomenon which has developed particular important in the modern market and has emerged as an important concept in India as in other parts of the developing and developed world, and is seen as an important strategy of facilitating sustainable development. An entrepreneur by keeping watch on growing needs of green marketing can sustain development and make his survival damn possible in the business world. Green marketing is a business practice that considers the consumer concerns about promoting preservation, and conservation of natural resources. In the modern era of globalization, privatization and liberalization, it has become a challenge to keep the customers as well as consumers in hold and even keep our natural environment safe and that is the biggest need of the time. The paper examines the present trends, challenges and opportunities of green marketing in India and describes the reason why companies are adopting it and future of green marketing and concludes that green marketing is something that will continuously grow in both practice and demand.