Green Revolution in Marketing

C Dhachayani, R Venkatesh
2018 Zenodo  
According to American Marketing Association, Green Marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. The term green marketing came into prominence in the late 1980's and early 1990's. The American Marketing Association (AMA) held the first Workshop on "Ecological Marketing" in
more » ... l Marketing" in 1975. Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Defining green marketing is not a simple task. Competitors' Environmental Activities Pressure Firms to change their Environmental Marketing Activities. To get even with competitors claim to be environmentally friendly, firms change over to green marketing. Indeed the terminology used in this area has varied, it includes: Green Marketing, Environmental Marketing and Ecological marketing. The main objective of this research paper is to study the opportunities and present trends available for green marketing in India.
doi:10.5281/zenodo.1461490 fatcat:wvksmofkt5gqblcanpt2xwvbbe