Emerging Trend, Opportunities, Challenges and Creating Awareness for Green Marketing in India

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Emerging Trend, Opportunities, Challenges and Creating Awareness for Green Marketing in India

Journal Title: International Journal of Business Management & Research (IJBMR) - Year 2017, Vol 7, Issue 4

Abstract

Keeping our environment safe is one of the biggest needs of the time today. Environmental issues across the globe have gained prominence in both business and public life as well. Businesses have certainly begun to modify their behaviour in an attempt to address society’s “new concerns” as society becomes more concerned with the natural environment. Some businesses have been quick to accept concepts like waste minimization eco-friendly products and environmental management systems and also have integrated environmental issues into all organizational activities. In the modern market green marketing is a phenomenon which has developed prominent importance and also has emerged as an important concept in India as in other parts of the developed and developing countries and also seen as an important strategy of facilitating sustainable development. Analyzing the need of environment protection as a vital and necessity component for their long term objectives in business many enterprises today are marketing sustainable products and services and also by promoting co-efficient production activities are termed green businesses. Green products may be defined as products or services that which have a lesser or reduced bad effect on human health and also the environment when compared with services or competing products that serve the same purpose. Green business surely is an enterprise that has no negative effect on economy, environment, society and community. It certainly also meets the triple bottom line such as natural world betterment and social advantages for employees and members of the local community, financial benefits of the company. Green business today is practically existent everywhere around us. Companies such as General Electric and Wal-Mart are transforming their business practices into green ones. Many of the companies are working on the development of green marketing which in turn has opened the door of opportunities in terms of co-branding their products into separate line. In the wake of global warming the present paper identifies three particular segments of green consumers and also explores opportunities and challenges businesses have with green marketing. The paper alsoexamines the present trends of green marketing in India and also describes the reasons as to why companies are trying to adopt it. Present article focuses on various organizations or the corporate that are actually taking the initiative needed to keep our environment free from harmful pollutants. In order to tap the market opportunities in the marketplace many organizations today are adopting green marketing technologies which emphasizes on the fact that there is a future of green marketing in India. Paper also focuses some of the problems with green marketing and concludes on the note that green marketing is something that will continuously grow in both practice and demand in the near future ahead.

Authors and Affiliations

Jayadatta S, Syed Ameen Ahmed

Keywords

Green Marketing Green Business Green Products Triple Bottom Line Environmental Issues Eco- Friendly & Local Community

EP ID EP239048
DOI -
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