Endurance in Green Marketing Trend

Abstract

Green Marketing is a trend which has developed particular important in the modern market. The term green marketing is the hottest cake in today’s scenario for all business activities. Environmental degradation all over the world is a significant problem. Natural resources are exploited at fullest without any consideration of their repercussions. These natural resources are limited and human wants are unlimited. To protect the environment and natural resources, governments, NGOs and international organisations have created pressure on marketers to fulfil their responsibilities towards these ecological issues. Due to long efforts and pressures, many companies are practising green marketing. Green Marketing includes delivery of environmentally safe products and services, modification of products, production process, packaging and advertising according to ecological needs. Green marketing emphasizes that customer satisfaction is not only the main aim of marketers but always keep in mind the ecological needs of the society. Green marketing has become an important tool for sustainable development. Green marketing practices are not easy job due to lack of awareness, high cost and some other significant reasons. This paper provides an overview of green marketing, need and significance of green practices. The study also intends to focus on challenges forgreen marketing.