Green Marketing: New Trends And Business Strategies In India

Abstract

Consumer attitude towards green lifestyle has changed. As environmental concern is a topic of concern for both businesses as well as consumers, green marketing is taking place in the modern market. Green marketing focuses on manufacturing and delivering environmentally friendly goods to meet the demands and preferences of their consumers. This enabled the re-marketing and packaging of existing products and the launching of new eco-friendly products by using high-quality organic products without harming the environment. Green initiatives by organizations will contribute to the preservation of natural resources and their reduction. This paper discusses the green initiatives taken by businesses to target customers who are more environmentally conscious. The paper explores the challenges and opportunities businesses faced while adopting green marketing. Also examines the present trends of green marketing in India and describes the reason why companies are adopting it and conclude that green marketing is something that will continuously benefit businesses, consumers as well as the environment.