GREEN MARKETING

Abstract

People around the world are becoming more aware of environmental stresses humans are placing on the planet. Many consumers now display concern about environmental deterioration. This is the measure impetus for green products and green arketing. However green is a relative term and depends on the individuals. From the study we are able to see that the majority believes the companies leverage on green arketing but awareness about green product is less. Factors like price, ailability and brand name are considered by consumer before buying green products. The consumers feel that they are over paying for the products. In the world all countries are taking necessary steps to reduce plastics and implement the nvironmentally friendly products way of green marketing and save the earth. These kinds of products are not affecting the environment and also recompose the wastage to reusable. So this could save the earth from the wastage and also save the people‟s earth. As a result of this businesses have increased their rate of targeting consumers who are concerned about the environment. These same consumers through their concern are interested in integrating environmental issues into their purchasing decisions through their incorporation into the process and content of the marketing strategy for whatever products may e required. This paper explains why are firms using green marketing and explores the problems and finding out their solutions to its best. a case study is also given which clarifies the green arketing concept with ease. The paper also discusses the green marketing laws regulated by FTC and the global scenario of green marketing is also given there for
comparative study of green marketing impact internationally. The paper also examines the reasons why companies in India are adopting it and concludes that green marketing is something that will continuously grow in both practice and demand.