Green Marketing:- A Step Towards Sustainability

Abstract

With the ecological issues getting worse day by day and sustainability becoming major concern, the time has come when we need to focus our thoughts and action son reviving our resources and utilizing the existing ones in a much more sensible manner.It is a need of an hour to work towards sustainability and safeguard our MOTHEREARTH. Environmentalists, business units, corporates, and people all need to work toward the cause. In this, a shift to GREEN MARKETING is a holistic approach. Marketers and consumers today are well aware of the importance of the GO-GREEN concept. Green marketing and green product development can be recognized as a paradigm in such a situation. This paper addresses the importance in such a scenario. Although the concept is still in its infancy stage, but the start toward a better and sustainable move is there. This paper is an attempt in identifying the concerns about selling and buying green products, consumers changing attitudes, and the promising benefits.