A study of new age challenges for green marketing practices in India
Ekta Rastogi, Dr. MS Khan
With an increase in corporate environmentalism and green consumerism with fast catching up all over the world, companies have started making use of green marketing strategies and techniques. Environmentalism has started gaining ground in India. There are environmental laws have been promulgated in the country to prevent environmental degradation. The present paper provides an overview of the green marketing concept and discusses its application in the Indian context. A number of problems hindering the truer adoption of the green marketing concept have been identified and measures have been suggested for making Indian consumers and organizational buyers ecologically more conscious in the future. Both government and non-government organizations have launched green campaigns to combat the ever increasing problems of pollution and fast depletion of natural resources. In this research paper, main emphasis has been made of concept, challenges of green marketing. Data have been collected from multiple sources of evidence to understand the importance of green and sustainability management, in addition to books, journals, websites, and newspapers. 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 and what kind of challenges they are facing in implementing the concept of green marketing.