ENVIRONMENTAL MARKETING AND NATURAL RESOURCES

It is a common saying in marketing that “customer is the king”. Gone were the days when whatever organizations are manufacturing, customers are purchasing. Nowadays if the companies have to survive in this cut throat competitive world, they have to manufacture according to the taste, preference and need of customers. In the modern era of globalization, it has become a challenge to keep the customers as well as consumers in fold and even keep our natural environment safe and that is the biggest need of the time. Environmental pollution is a buzz word in today’s business environment. Consumers are also aware of the environmental issues like; global warming and the impact of environmental pollution. Green marketing is a phenomenon which has developed particular importance in the modern market and has emerged as an important concept in India. In this research paper, main emphasis has been made over the concept, need and importance of green marketing. Data has to be collected from books, journals, websites, and news paper to understand the importance of green and sustainability management. The paper aims at finding out what actually Green Marketing is all about and how can a business firm be more competitive by using green marketing strategies to gain a competitive edge over others. The paper describes the current Scenario of Indian market and explores the challenges and opportunities businesses have with green marketing. Why companies are adopting it and future of green marketing and concludes that green marketing is something that will continuously grow in both practice and demand.