Green Marketing in Context of Indian Companies

In modern era of globalisation, trade environment degradation has became a big concern for producers. Customers attitude has changed towards the environment, customers demand for environment friendly products is increasing day by day. This is leading towards a trend of green marketing used by producers to protect environment and gain profits. Green marketing also helps a business to perform its responsibility towards the society hence it is a CSR as well. Green marketing is not solely functioning of companies, it needs its stakeholder’s contribution as well. Many Indian companies are following green marketing practices to get competitive advantage also to give their contribution towards the sustainable development. The initiative of companies towards sustainable development is growing with the help of green marketing. It is not limited to companies, it is reforming people’s mentality towards products they are using on routine basis. Many researchers have shown customers are willing and able to pay premium prices for the green products. This study shows the sensitiveness of customers towards green products, opportunity available in green marketing, challenges which a company face while implementing green marketing. Suggestions are also given to company as well as to government to promote eco friendly products.