GREEN MARKETING: A NEW TREND FOR SOCIAL AND ECONOMIC RESPONSIBILITIES
Keywords:
Goals of green marketing, Evolution of Green MarketingAbstract
This study aims to give information about the trends and future scope of green marketing by taking various case studies. Literature review of past studies has also been done to analyze the challenges in green marketing. While going green was largely considered nothing more than a trend when it first entered the business scene, studies have shown that being more ecofriendly can have numerous positive effects on any type of business, from economic factors to consumer-related ones. Green marketing is an attempt to characterize a product as being environmental friendly (eco-friendly). It holds the view that marketing which is a part of business not only has to satisfy customers in particular, but also has to take into account the interests of society in general. This has already helped to increase the recent trend towards the “greening” of the companies. It is only since 1990‟s that the researchers have started academically analyzing consumers and industry attitude towards green marketing. Most of the studies are done in developed countries. Green Marketing has emerged as an important concept in India.
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