Green Marketing: Role And Impact On Consumer Behaviour

Mohd. Azhar-ud-din Malik

doi:10.53724/jmsg/v2n2.05

Authors

Mohd. Azhar-ud-din Malik Research Scholar, Jiwaji University, Gwalior, Madhya Pradesh, India https://orcid.org/0000-0002-5644-3324

DOI:

https://doi.org/10.53724/jmsg/v2n2.05

Keywords:

Development, Pollution, Environment, Sustainability

Abstract

Today it is the age of development all countries are moving forward in the field of development whether it is economic development, industrial development, social development or any other but it is unfortunate on one hand we are moving forward but on the other hand, we are degrading our natural resources like our environment which is at risk due to increasing population growth, industrialization, soil erosion, deforestation, and urbanization. Green marketing is the weapon by which we can tackle this problem. Green marketing ensures s stainable marketing of products. It incorporates a broad range of activities which include product modification, change in the production process, sustainable packaging, and selling of the products in a sustainable way. This paper analyzes the role of green marketing its present status in the countries like India, the challenges faced by green marketing, and its objectives.

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