ZENITH International Journal of Multidisciplinary Research
Year : 2019, Volume : 9, Issue : 6
First page : ( 523) Last page : ( 536)
Online ISSN : 2231-5780.

Green Marketing: A holistic approach a case study of some Indian Firms

Sharma Meenakshi¹, Sawhney Monica²

¹Research Scholar, University School of Management Kurukshetra University, Kurukshetra. Email: meenakshikuk41@gmail.com

²Assistant Professor, Panipat Institute of Engineering & Technology, Samalkha. Email: monasawhney9@gmail.com

Online published on 10 September, 2019.

Abstract

In the era of globalization and competition, it's become imperative for organizations to ensure the consistent stay and satisfaction of the consumers and even keep the natural atmosphere safe which is the foremost need of the time. Today consumers are very health conscious which necessitates them to be aware of the environmental problems and also the impact of environmental pollution on the surroundings. Development in the Green marketing concept as a Holistic approach has occupied a major place within the fashionable market. Now this approach about to become a crucial construct in India like other developing and developed economies in the world. Green marketing is seen as a crucial strategy and also an important alternative element of the developing and developed world that facilitates the growth and development of the business along with customer satisfaction and environment protection. In this research paper, the major concern is towards some of the Indian companies that adopted this approach and the overall result revealed that to ensure the longevity of the organization and to retain and allure the customers the concept of green marketing played a major role.

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Keywords

Green Marketing, Holistic Approach, Sustainable Development and Longevity.

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