Green marketing: necessities and opportunities Meenakshi S.*, Swathi P K.** *Lecturer, Department of Commerce and Management, Dr. N.S.A.M First Grade College, Nitte **Assistant Professor, Kristu Jayanti College, Bangalore Online published on 27 September, 2019. Abstract In twenty first century, business is facing the challenge of balancing consumer satisfaction and environment. Environmental issues like global warming, air pollution, water pollution etc are the major problem in present era of marketing. Hence the concept of green marketing has emerged as trend in marketing to satisfy the consumer needs along with environmental protection. Green marketing is playing major role in sustainable development of economy today. In this research paper, importance is given for need for the green marketing. Information is collected from various journals, newspaper, reference books and various websites. Green marketing is something which helps business organizations to produce and market the goods without polluting the environment. Top Keywords Green marketing, environment protection, Global warming, consumer satisfaction, substantial development. Top |