Green Marketing In India: Emerging Opportunities And Challenges

By B. Saini. 2014

154 citations recorded by the source corpus.

Environmental issues have gained importance in business as well as in public life throughout the world. As society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society's "new" concerns. Some businesses have been quick to accept concepts like environmental management systems and waste minimization Eco-friendly products, and have integrated environmental issues into all organizational activities. 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 strategy of facilitating sustainable development. Green marketing is a tool used by many companies in various industries to follow this trend. 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. The paper identifies the three particular segments of green consumers and explores the challenges and opportunities businesses have with green marketing. The paper also examines the present trends of green marketing in India and describes the reason why companies are adopting it and future of green marketing and concludes that green marketing is something that will continuously grow in both practice and demand. It also focuses some of the problems with green marketing.

View Paper: https://www.semanticscholar.org/paper/042ffc83ec527c43f1692b547f6c2b5a54e727a4

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

Citations in the corpus

Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude (2020, background): “The buying decision can be inherited from the interest of the consumers in supporting green enterprises [98], fulfillment of the buying activities [99], implementation of a sustainable consumption pattern [3], and willingness to spend more to obtain eco-friendly products [100].”
Emerging versus developed economy consumer willingness to pay for environmentally sustainable food production: a choice experiment approach comparing Indian, Chinese and United Kingdom lamb consumers (2016, result): “This is consistent with expectations of green marketing growing in both practice and demand in India (Mishra and Sharma, 2010; Saxena and Khandelwal, 2010; Vernekar andWadhwa, 2011; Shingrup, 2013; Mandal, 2013).”