Strategic Impact of IT in Green Marketing and Demand Forecasting- A Study

Green marketing is defined as the marketing practices that are in tune with sustainable consumerbehavior. This paper studies the various impacts of integration of IT in green marketing at all levels ofmarketing chain. It also focuses on the role of IT in forecasting demand of the products and efficiency ofmanagement decisions regarding production and marketing of the sustainable products. The paper tries toestablish the techniques of European marketing in the promotion of organic foods is applicable to allagricultural products and by introduction of IT in green marketing, we can expect transparency andefficiency in the system.