Green Marketing: Way to Sustainable Development

Green marketing is a modern concept emerged in the global market and has gained popularity in India and other nations. Today, with an increase in environmental issues, consumer preferences have shifted from traditional products to eco-friendly ones. So it has become essential for industries to create an environmentally conscious image among consumers and society. This will help them to attract green consumers and protect environment from hazardous effects of industrialization. Despite its growing popularity, in the late 1980s, green marketing faced serious obstacles, because many industries make false claims by labeling their products and services as eco-friendly. Industries can achieve the green goal and increase the sales of green products with the help of the Green Marketing Mix (4P) and by focusing on messaging attributes such as price and quality. Going green helps a company win the trust and loyalty of green consumers. Moreover, it is seen as a crucial instrument for sustainable development. The concept of green marketing is now included in academics as well. In this research paper, the main focus is made on the concept of green marketing, green marketing mix, green marketing strategies, needs, benefits, and challenges in green marketing. Further, the way to achieve sustainable development through green marketing is also explained here.