Green Marketing and Its Implementation in Indian Business Organizations

Abstract

Purpose: Green marketing refers to holistic marketing concept wherein the production, marketing, consumption and disposal of products and services happen in a manner that is less detrimental to the environment. Over the years, a majority of consumers have realized that their behavior had a direct impact on environment. The objective of this paper is to study the implementation of Green Marketing initiatives in the Indian organizations and also highlights on the top five green marketing initiatives in the information technology (IT) sector in Bangalore. The paper also aims to understand the concepts of Green Products; green marketing mix and points out the challenges before green marketing initiators.

Methodology/Approach: The present paper studies the theoretical concepts of the green marketing, green marketing management and green products. The paper also studies the theory contributed by researchers in the area of environment marketing which includes green products, green customers, green marketing mix and ecological processes.

Time frame: The research study was conducted during the period of August 2012 to April 2013.

Value: The research paper concludes that business firms need to change their mind set from traditional marketing strategies to green marketing strategies in order to survive in the green competitive world and to have a positive impact on the environment through green marketing elements.

Keywords: Green Marketing

JEL Classification: M14, M31