INTRODUCTION

According to the American Marketing Association, Green Marketing is the marketing of

products that are presumed to be environmentally safe. Thus green marketing incorporates a
broad range of activities, including Product modification, Changes to the production process,
Packaging changes, as well as Modifying advertising.

Green Marketing refers to the process of selling products and/or services based on their
Environmental benefits. Such a product or service may be environmentally friendly in it or
Produced and/or packaged in an environmentally friendly way.

Mr. J. Polonsky, Green Marketing can be defined as, “All activities designed to generate and
facilitate any exchange intended to satisfy human needs or wants such that satisfying of these
needs and wants occur with minimal detrimental input on the national environment.”

Green Marketing involves developing and promoting products and services that satisfy
customer’s want and need for Quality, Performance, Affordable Pricing and Convenience
without having a detrimental input on the environment.

Goals of Green Marketing:

Eliminate the concept of waste Reinvent the concept of product Make prices reflect actual and
environmental costs Make environmentalism profitable Bringing out product modifications
Changing in production processes Packaging changes Modifying advertising.

REVIEW OF LITERATURE

Green marketing, also known as environmental marketing or sustainability marketing, involves

promoting environmentally friendly products or services to consumers. The focus is on developing
and promoting products or services that have minimal impact on the environment, are
energyefficient or renewable, and promote sustainability. The impact of green marketing has been
studied by scholars and researchers around the world. Here is a review of some of the literature on
the subject:

1. Consumer Attitudes Towards Green Marketing: A Review: This study examines consumer
attitudes towards green marketing and how marketers can create effective strategies to
promote environmentally friendly products or services. The authors found that consumers
 have positive attitudes towards green products, but they are also skeptical about green
claims and want proof of environmental benefits.

2. The Effectiveness of Green Marketing: An Analysis of Recent Developments: This article

reviews recent research on the effectiveness of green marketing in different countries,
including the US, UK, China, and India. The authors found that green marketing can
positively affect brand image, brand reputation, and customer loyalty.

3. A Review of Green Marketing and its Impact on Consumer Behavior: This study examines
the impact of green marketing on consumer behavior. The authors found that consumers
are more likely to purchase green products when they perceive a personal benefit, such as
saving money or improving health.

4. Green Product Development and Eco-Labeling: A Literature Review: This paper reviews
the literature on green product development and eco-labeling. The authors found that
ecolabels can increase consumer trust and willingness to pay for green products.

5. The Role of Green Marketing in Sustainable Development: A Review: This study examines
the role of green marketing in sustainable development. The authors found that green
marketing can play an important role in promoting sustainable development by
encouraging companies to adopt environmentally friendly practices.

Overall, the literature suggests that green marketing can have a positive impact on consumer
behavior, brand image, and sustainable development. However, it is essential to ensure that green
claims are credible and based on actual environmental benefits to avoid skepticism and potential
negative effects on brand image.