ZENITH International Journal of Business Economics & Management Research
Year : 2012, Volume : 2, Issue : 6
First page : ( 105) Last page : ( 114)
Online ISSN : 2249-8826.

Green marketing: Issues and challenges

Dr. Deshwal Parul

Assistant Professor, Maharaja Surajmal Institute, Delhi.

Abstract

In today's business world environmental issues plays an important role in marketing. Green marketing is a phenomenon which has developed particular importance in the modern market. Almost all the governments around the world have concerned about green marketing activities that they have attempted to regulate them. This concept has enabled for the re-marketing and packaging of existing products which already adhere to such guidelines. Additionally the development of green marketing has opened the door of opportunity for companies to co-brand their products into separate line, lauding the green- friendliness of some products while ignoring that of others. Such marketing techniques will be explained as a direct result of movement in the minds of the consumer market. This paper introduces the terms and concepts of green marketing, briefly discuss why going green is important and also examine some of the reason that organizations are adopting a green marketing philosophy. It also focuses some of the problems with green marketing.

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Keywords

Consumer, Ecological Marketing, Environment, Social Responsibility.

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