GREEN MARKETING: CHALLENGES AND OPPORTUNITIES IN PRESENT SCENERIO

MARKETING

Green marketing has emerged as a strategic approach for businesses to address environmental concerns while simultaneously satisfying consumer demands in the present scenario. This abstract presents a concise review of the key aspects of green marketing in today's business landscape. It explores the motivations behind green marketing initiatives, such as increasing environmental awareness among consumers, regulatory pressures, and corporate social responsibility imperatives. Additionally, it examines the challenges faced by companies in implementing green marketing strategies, including the greenwashing phenomenon, consumer skepticism, and the complexity of measuring environmental impact. Despite these challenges, the abstract highlights the opportunities associated with green marketing, such as enhancing brand reputation, gaining competitive advantage, and fostering innovation. Furthermore, it discusses the role of digital technology and social media platforms in amplifying the reach and impact of green marketing campaigns. Overall, this abstract provides valuable insights into the significance of green marketing in addressing environmental concerns and meeting consumer preferences in the contemporary business environment.

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