Abstract

Latterly, the consumers’ behavior in the market is showing a drastic change due to their increasing awareness towards environmental issues, as such, the world is now moving towards sustainable development goals. The consumers now buy products which are more environmentally friendly. This change in consumers’ behavior is perceived by the businesses of all sectors. And consequently, they have started to sell green products in the market. The green market is expanding exponentially resulting in the foundation of a green economy. The Indian businesses is also starting to understand the need of a green economy. And as a result, the Indian companies as well as foreign companies in India have started to do Green Marketing. Green Marketing is a process in which environmentally friendly products are sold along with the aim of growing awareness about the impacts of unsustainable environmental activities. But some businesses also pretend to do green marketing, that is they do fake green marketing in pursuance of luring the consumers. This article will throw a light upon the concept, need and significance of green marketing in today’s era in depth along with green marketing mix with ample examples. Furthermore, the article will also talk about the concept of Green Washing with instances. Green Marketing is still an emerging concept in India, so not all the businesses do Green Marketing. India is still far from achieving its desired sustainable development goals as set forth in the Agenda 2030. So, the main aim of the author in drafting this article is to spread awareness among people and businesses in respect to Green Marketing.

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