GREEN MARKETING: INITIATIVES IN THE INDIAN CONTEXT

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Environment friendly, so called green marketing has become a discussed subject and companies are constantly trying to find the best ways to reach the customers with their green message. Customers are becoming more demanding and they have started to pay more attention to the environment. What is important with brands is how customers perceive them, what the image of the brand is? The aim of this study is to find out how strategic issues in green marketing are addressed by Companies. Green marketing incorporates a variety of activities, including modifications to products, changes to the production and distribution processes, packaging, and modifications to marketing communications. This paper attempts to examine the concept of green marketing, the various challenges and opportunities associated with it, as well as study the various initiatives taken in the Indian context by various organizations as well as by the Government. The discussion reveals that green marketing is gaining importance in India for various issues concerning sustainable development.

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