Mr. Hardik Jogi, Ms. Trisha Ghosh

ABSTRACT

In the recent time of globalization, it has become a challenge to keep the customers in fold and even keep our natural environment safe and that is the biggest need of the time. Environmental pollution is a buzz word in today’s business environment. Green marketing is a phenomenon which has developed particular important in the modern market and has emerged as an important concept in India as in other parts of the developing and developed world, and is seen as an important approach of facilitating sustainable development. This concept has enabled for the re-marketing and packaging of existing products which already stick on to such guidelines. Additionally, the development of green marketing has opened the door of opportunity for companies to co-brand their products into separate line, lauding the green friendliness of some while ignoring that of others