| Título: | Green Marketing - A Brief Reference to India |
| Autores: | Kumar, Rakesh; Assistant Professor in Commerce Shaheed Bhagat Singh College University of Delhi |
| Fecha: | 2013-12-02 |
| Publicador: | Asian Journal of Multidisciplinary Studies |
| Fuente: |
 |
| Tipo: |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
| Tema: |
Green Product; Recyclable; Environmentally safe; Eco Friendly. |
| Descripción: | 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. In the modern era of globalization, it has become a challenge to keep our natural environment safe. And this is the biggest need of the time. Environmental pollution is a buzz word in today’s business environment. Consumers are also aware of the environmental issues like, global warming and the impact of environmental pollution. Green marketing is a phenomenon which has developed particular important in the modern market and has emerged as an important concept in India and also in other developing and developed world, and is seen as an important strategy of facilitating sustainable development. In this research paper, main emphasis has been made of concept, need and importance of green marketing. Data has been collected from multiple sources. Many research papers, journals, websites, news papers and books have been consulted to understand the importance of green marketing and sustainability management. The Paper aims at finding out what actually Green Marketing is all about and how can a business firm be more competitive by using green marketing strategies to gain a competitive edge over others. It explores the main issues in adoption of green marketing practices. The paper describes the current Scenario of Indian market and explores the challenges and opportunities businesses have with green marketing. Why companies are adopting it? What is the future of green marketing? And it concludes that green marketing is something that will continuously grow in both practice and demand. |
| Idioma: | Inglés |
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