GREEN MARKETING: OVERVIEW, AVENUES AND CHALLENGES

Abstract

Marketing Management is an evolving phenomenon which progresses with the progress of Consumers taste and preferences. It is an essential function at the Organisations. There are several strategies that Organisations deploy in order to tackle the market and its challenges. Globally the green atmosphere is more into concern and hence Green marketing concept is attracting marketers’ attention. Global or Domestic marketing requires a deep understanding of different cultures, values, and consumer behaviours. Beyond this it also need to focus on Green approach. Green marketing, also known as eco-friendly marketing, eco-marketing, or sustainable marketing, focuses on promoting products and services that is environmentally friendly and sustainable in nature. This chapter attempts to equip the readers with an understanding of the concept and characteristics of Green Marketing. It further explores the avenues of Green Marketing in the contemporary world. The authors have discussed the challenges of Green Marketing implementation in businesses and the stated the way forward for the Green Marketing approach at businesses. The study encompasses the domain of Green marketing approach at businesses. The inferences recorded and presented are limited to the understanding and observation of the authors. The understanding gathered from the chapter shall add to the existing literature on Green Marketing and overall marketing strategies.