Green Marketing and Sustainable Development Challenges and Opportunities

Prof. Jatin K. Modi Prof. Jatin K. Modi
2011 Indian Journal Of Applied Research  
Green marketing is the marketing of products that are presumed to be environmentally preferable to others.Protection of the environment is an issue of key concern which has permeated into all spheres of life. Green marketing is perceived as an opportunity by many organizations to achieve their longterm goals. Marketers, however, once felt that green products were a trend and simply attempted to exploit the potential opportunity at the moment. (Banerjee, Gulas&Iyer, 1995) Green marketing looks
more » ... n marketing looks at how marketing activities utilize these limited resources, while satisfying consumers wants, both of individuals and organization as well as achieving the sales objectives of the organization. This paper attempts to examine the concept of green marketing, the various opportunities and the challenges that arise while using it as a strategy.
doi:10.15373/2249555x/jan2014/94 fatcat:e7k6frfxtjc3neyitwg7jnho34