Abstract
Abstract: Environmentalism has fast emerged as a worldwide phenomenon. Economic forces practicing green marketing strategies to respond the problems and issues of environmental challenges. Many consumers now display concern about environmental deterioration. Increasingly often they ask how much impact a product will have on the environment during its lifespan or during its disposal. This is the major impetus for green products and green marketing. Based on the data collected through a various literatures and studies, the paper makes an assessment of the extent of the problems and prospects of green marketing in India and lists implications of the study findings for the government and non-governmental organizations engaged in marketing of green ideas and products in the country. In the concluding section, suggestions provided for undertaking more thorough investigations in the area.
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