APPRAISAL OF GREEN MARKETING INITATIVES IN INDIAN CORPORATE CONTEXT

Abstract

The continuous rise in the education and increase in social and environmental awareness in the country has given importance to many good concepts like green marketing, environment friendly product, reusable packaging. Producers are continuously updating the packaging and product designs and processes to get customers acceptance in the market. Green marketing takes a novelimpression fin the market and for those who desires to plan their products as an ecofriendly and attract the large market segment of environment caring customers.Green marketing focuses on the process of making products and services which are constructive for the environment and contribute towards sustainable development. Green marketing covers the widespread scope which includes modifications in manufacturing process to the marketing strategy of a business. New generation customers are educated and aware of what is going around the world, they are keener to keep the family lifestyle as well as surroundings healthy, it is the major reason customers are favoring products are services which are less harmful to the nature. This papers explains initiatives of green marketing in the Indian corporate context of with its significance and benefits to all the stakeholders.