GREEN MARKETING: PROBLEMS AND CHALLENGES

ABSTRACT

The quote “Save the planet not shave the planet” is need of the hour. To check rapid depletion of natural resources, global warming and to have pollution free environment, an environment friendly, sustainable and socially responsible marketing definitely prove to be indispensable. As resources are limited and human wants are unlimited, it is important for the marketers to utilize the resources efficiently without waste as well as to achieve the organization’s objectives. So green marketing is inevitable. To bequeath a clean earth to our offspring the producers as well as consumers must be conscious enough to Green Goods. This paper discusses what, why, where and how about the concept of Green Marketing. The paper also identifies the present trends of green marketing in India and describes the reasons why companies are adopting it and downfall as well as problems in going green and concludes that green marketing is something that will continuously grow in both practice and demand.

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