TOPIC- Green Marketing

AUTHOR- Dr. Chandravali Madan CO- AUTHOR- Dr. Vaibhav Rastogi Designation- Student, IIHMR, New Delhi

ABSTRACT
Green marketing is a phenomenon which has developed particular important in the modern market. Green marketing should not only be concerned with the environment but also with people in the environment. This concept has enabled for the re-marketing and packaging of existing products which already adhere to such guidelines. Environmental marketing responsibility has to begin where effective marketing begins within the organization. If green marketing is fully implemented, environmental justice will be assured. This is because the environment to be protected will be defined by where the consumers are located. Costs of environmental justice with positive results and magnitude of willingness to pay for environmental justice could be hypothesized to be a function of their level of awareness (knowledge) of the risks posed by environmental injustice. Additionally, the development of green marketing has opened the door of opportunity for companies to co-brand their products into separate line, lauding the green-friendliness of some while ignoring that of others. Methodology used is review of literature of national and international journals The paper explores the challenges and opportunities businesses have with green marketing. The paper also examines the trends 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. Key words- Green Marketing, Environmental justice, Companies, Challenges and Opportunities