Green Marketing: Opportunity for Innovation and Sustainable Development

Abstract:     
Recently, as the environmental protection and green consumption emerge, the public have concerned about the health and environmental protection issues in our residences. This article covers terms and concepts of green marketing, briefly discuss why going green is important and also examine some of the reason that organizations are adopting a green marketing philosophy. These days, only marketing doesn't seem to be working as well as it has in the past. For sustainability and growth a marketer has to consider innovative environment friendly trends .It also focuses some of the opportunities and challenges in green marketing.
The article briefly gives the ideas taken by McDonald's, ITC, NTPC, Philips Light's CFL etc to save environment.

Keywords: green marketing, reasons for going green, sustainable development

JEL Classification: M31

working papers series