A STUDY ON GREEN MARKETING AND CORPORATE SOCIAL RESPONSIBILITY

Marketing has evolved over a period of time from a traditional concept of selling goods to customers to the modern concept of providing goods according to the needs of the customers. The current marketing management emphasis on Green concept which includes satisfying the need of customers without any environment degradation. Due to increased consumer concern, government regulations and social responsibility, Green Marketing is gaining importance day by day. Reducing energy consumption, minimizing waste, using renewable resources and recyclable biodegradable material and ensuring ethical sourcing, encouraging responsible consumption habits are some of green practices. Enterprises should be responsive to shareholders need and must focus on productive stakes in the global economy. They should focus on social responsibility which creates long term sustainability for corporate success by meeting the needs of all suppliers, investors, and employees. This conceptual paper includes how Corporate Social Responsibility and Green Marketing relate to each other in context to achieve the aim of sustainability and ethical business conduct. In addition, paper also includes the challenges in implementing various csr policies and green marketing practices. Some Corporations practicing corporate social responsibility and green marketing initiatives are also included in the paper showing numerous ways to contribute to attain environment sustainability.