Green Marketing as a Pathway to Sustainability

Abstract

With an increase in green consumerism and with corporate environmentalism, companies have started making use of green marketing strategies and techniques. In India too, environmentalism has started gaining ground. A number of environmental laws have been promulgated in the country to prevent environmental degradation. Both government and non-government organisations have floated green campaign to compact with the ever increasing problems of pollution and fast depletion of natural resources. The green campaign has not left any functional areas of business untouched and the Green marketing is one such phenomenon which has developed particular importance in the modern markets. Additionally, the development of green marketing has opened the door of opportunity for companies to co-brand their product into separate line and such marketing techniques will have a direct result in the minds of the consumer. The current study is with regard to the sustainable marketing strategy popular as green marketing and it refers to the process of selling products or services based on their environmental benefits. The paper also discusses the strategies followed for sustainable marketing and also the consistencies and inconsistencies of the same.