A Study on Green Marketing: Opportunities and Challenges

American Marketing Association, defines Green marketing as marketing of products that are presumed to be environmentally safe. A holistic and responsible strategic management process that identifies, anticipates, satisfies and fulfils stakeholder needs, for a reasonable reward, that does not adversely affect human or natural environmental well-being. Green marketing incorporates a broad range of activities, including product modification, changes to the production process, as well as modifying advertising. Thus Green marketing refers to holistic marketing concept wherein the production, marketing consumption and disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, non-biodegradable solid waste, harmful impact of pollutants etc. , both marketers and consumers are becoming increasingly sensitive to the need to switch in to green products and services.