Green Marketing: As a tool to achieve sustainability
Shweta Mishra, Dr. Ashish Gupta and Jiya Wadhwa
As we all know that World is leading towards environmental distress due to human activities which are affecting environment like environmental pollution, deforestation, climate change, habitat loss and global warming etc. are outcome of human activities. And the only way we can save our earth is by going green, environmental friendly, protecting environment and saving energy and many more ways. Therefore, Green marketing has come out as a tool leading toward sustainable development for balancing industrial activities with a mindset of protecting our natural environment. Green marketing has a competitive advantage by offering recyclable, renewable, and reusable strategies to distinguish their product in market offered to customers. Green marketing helps us to relate how business marketing activities utilize limited resources while satisfying the desire of individuals. Thus, Green marketing helps us in promoting and shielding our environment which can lead toward sustainability. The Aim of this paper is to analyze how adoption of Green Marketing strategies by industrial firms have lead toward sustainability in Indian context. The researcher will try to analyze what problems and challenges industries will have to face while implementing green marketing.