Indian Journal of Science and Technology

Abstract

Ecological concerns are evolving and diffusing throughout society.People are becoming highly aware aboutthe environment and are changing their behavior patterns. Consumers are sending out strong environmental signals through their purchase patterns. As a result, Green Consumerism is on the rise all over the globe.New Green marketing techniques are being undertaken by the “Eco-Marketers” in smoothening the transition towards a more 'Green' mindset. GOING GREEN has become the mantra of marketing.Green Marketing is being adopted on a continuum - On one hand it is being adopted by companies as a holistic concept in each and every aspect of their business; on the other hand Green Washing is being practiced by many companies who are only using it to portray a more environmentally conscious image.This paper presents an overview of green marketing concepts, explores various drivers of green brand equity, motivations behind green product innovation and scrutinize the sustainability of various key green marketing initiatives undertaken all over the country. We find out the various opportunities and threats for Green Marketing by comparing the Indian example with the rest of the world. We also link the concept of green marketing with Corporate Social Responsibility (CSR).
Keywords: Go Green, Green Brand Equity, Green Marketing, Green Products