Emerging Opportunities and Challenges in Indian Green Marketing

Abstract

Green marketing, also known as sustainable marketing or environmental marketing, is an approach that focuses on promoting products, services, and brands based on their environmental and social responsibility. The goal of green marketing is to meet consumer demand for eco-friendly and sustainable products while minimizing the negative impact on the environment and society. Green marketing in India has gained significant traction in recent years as consumers become more environmentally conscious and businesses recognize the importance of sustainability. This shift has created both opportunities and challenges for companies looking to engage in green marketing in the Indian market. Many businesses in numerous industries utilize green marketing as a technique to keep up with this trend. The emergence of green marketing has provided businesses with the chance to co-brand their goods under distinct product lines, praising some for being environmentally friendly while disregarding others. The article examines three distinct customer groups who are environmentally conscious and investigates the potential and difficulties organizations face when using green marketing. The study also looks at the current trends in green marketing in India, explains why businesses are implementing it, and predicts green marketing's future. It comes to the conclusion that green marketing will continue to gain popularity among consumers and businesses alike.