Abstract

GREEN MARKETING –GO GREEN FOR THE SUSTAINABLE DEVELOPMENT OF SOCIETY-STEPPING STONES TO REACH GO GREEN

Devika Anand, Ankita Sharma, Surabhi Khanna*

ABSTRACT

As we all know environment plays a significant role in our lives be it every living thing on planet EARTH viz insects, mammals , aquatic, arboreal ,and of course the ‘humans’ who truly are responsible for decaying or bountifying the environment. It is rightly said that “charity begins at home”. So if initiatives are taken by every individual then the day is not so far when global warming could be controlled. In the phrase “GREEN MARKETING” green signifies earth and marketing signifies eco –friendly innovation. The objective of this study was to examine the growth of green marketing sector & its future. The concept of green marketing originated primarily in the developed markets, however the concept has leapfrogged into time and rapidly gaining scope in developing countries as well.

Keywords: Green marketing, green code, green P’s, eco-labelling, eco mark.