GREEN MARKETING: A RISING WAVE IN INDIAN MARKETING (Pages 97- 106) by myuser in THE INTERNATIONAL MANAGER / ISSN: 2348-9413 (Online); 2348-9405 (Print)

Today, consumers are becoming more and more eco-conscious and are also becoming socially responsible. People buy billions of dollars worth of goods and services every year-many which harm the environment in how they are harvested, made or used. Consumers are fed up of the products harvested or manufactured using harmful chemicals which not only affect their health but also the environment. Pollution has become the order of the day. It is a fact that resources are scarce and human needs are boundless. Hence, there is a need to utilize the resources efficiently by eliminating the waste and achieve human satisfaction. In such circumstances, Green Marketing has evolved as a solution to these problems. Thus, Green Marketing is an attempt on the part of the companies to develop products and services which are of good quality, high performance with affordable cost and at the same time do not have a detrimental impact on the environment. Going green in just good for the environment and consumers but also provides a lot of opportunities for business firms in the form of competitive advantage. This paper attempts to introduce the terms and concepts of Green Marketing, its importance, principles, the strategies and some of the problems of Green Marketing.
Keywords: Competitive advantage, eco-concious, Green Marketing, pollution, scarce resources