Green Marketing Trends, Challenges and Opportunities

Abstract

Green marketing is a phenomenon which has developed particular importance in the modern market. 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. Such marketing techniques will be explained as a direct result of movement in the minds of the consumer market. As a result of this business has increased their rate of targeting consumers who are concerned about the environment. The consumers through their concern are interested in integrating environmental issues into their purchasing decisions through their incorporation into the process and content of the marketing strategy for whatever product may be required.

The paper examines the present trends, challenges and opportunities 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