Sustaining environment with green initiative: A conceptual study of green marketing practices in India

Abstract

In the modern era of globalization, industrial growth has increased the demands and wants of the population and it has become a symbol of economic development. But it has resulted in the exploitation of the natural resources and the environment which in turn has disturbed the ecological balance. To preserve the environment and maintain a healthy balance in the ecosystem become the need of the present time. So worldwide, there is a fast growth of the concern for an environment protection. The ideology of production and consumption has led to change with changing global climatic conditions and now firms focus more on environmental conservation, cost efficient, mitigating pollution and green products. In present time business firms reformulating their marketing strategies in the context of green to position themselves as environmentally concerned or safe firms and a new type of business is emerging called green business. Green marketing is a tool or strategy used in business where firms try to create an image of themselves as environmentally concerned firms and produce environment-friendly products. The paper will study theoretical concepts of green marketing, green products, green marketing mix, green consumers and also identifies the significance of green marketing and green initiative that are taken by different companies for promoting green marketing in India. The study will explore the main issues in adopting green practices. Data will be collected from different sources like newspapers, websites, books, journals etc.