Green marketing in india: challenges ahead

Sangeeta Arora

Consumers in the recent past have become more concerned about various environmental issues and this awareness has led to a shift in the way they go about their life. There is a drastic change in the consumers thinking selecting the products for their use and are showing more concern towards environment. Organizations and business however have noticed this change in consumer attitudes and are trying to gain an edge in the competitive market by exploiting the potential in the green market industry. In this research paper, an attempt has been made to understand the concept and importance of green marketing and the challenges thereof. The paper describes the current Scenario and explores the challenges with green marketing.

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