Green Marketing in India: Review of Literature

Green Marketing is developed in the present scenario particularly in the modern market and this topic is sizzling today as the society in most of the countries are facing environmental issues. Now consumers are more interested in buying green products because it has certain benefits over the other products. So, consumers are integrating environmental issues into their purchasing decisions. This paper discusses the impact of green marketing on firm importance and recent trends in India of Green marketing, so in review based paper more emphasis is on definition of green marketing, recent trends in India and its importance. Data is collected through secondary sources. The paper explains the context of Indian market and explores its various challenges too.