GREEN MARKETING: OPPORTUNITIES, CHALLENGES AND SUGGESTIONS

Green marketing is a very important marketing concept today. With the changing environmental pattern and global warming, it is very much required to focus on environment friendly products. These products are safe to use. Due to all these requirements, green marketing has emerged, and it has become very indispensible part of management nowadays. Now consumers are also becoming socially responsible about the environment and are changing their behavioral pattern. Green Marketing aims at marketing sustainable and socially-responsible products and services. Every company now wants to enter into this new market of green products as there are lots of opportunities and unexplored markets. Although in the beginning manufacturing of green products cost more to the company but it the long run it is very beneficial for the growth of the company. This Paper describes the meaning of Green Marketing its advantages, needs and challenges faced by business concerns. Green marketing is the process of developing products and services and promoting them to satisfy the customers who prefer products of good quality, performance and convenience at affordable cost, which at the same time do not have a detrimental impact on the environment. It includes all types of activities like product modification, alteration in production process, modified packaging,,and changed advertising, change in packaging.