author(s)
Dr. Rajeev Vashisht

abstract
Green has been a buzzword in today's society. Environmental concerns play a significant role in the modern business environment. Green marketing is relevant in today's market because it relates to environmentally sustainable practices. Green marketing and its long-term viability and the strategies and marketing mix used in green marketing will be discussed in this article. The value of green marketing for both customers and the environment is also discussed in the paper. Secondary data has been collected from journals, magazines, newspaper & websites and used in this paper.