The Emergence of Green Marketing to Achieve Sustainable Development

Abstract

People live in an environment that is being impacted by their activity. Environmental activities are impacting human life at the same time. Human actions have led to environmental damage, degradation of forests, global climate change, etc. Companies have shown care for the conservation of the environment as part of their social obligation as society grows increasingly concerned about it. Concepts such as "Green Marketing" as well as "Environment Marketing" have given the enterprises of future new directions and are now vital to their survival. In today's corporate climate, phrases like "go green," "environmentally friendly," "protect the environment," "save energy," and many other have gained popularity. Maintaining the safety of our natural environment has become crucial and difficult in the present scenario of globalisation. Green marketing has established itself as a viable and innovative instrument for enterprises to reconcile their commercial operations with a commitment to preserving the environment. No business can deny the value of the natural environment, it is a truth. More than that, numerous businesses have offered clients distinct items that are recyclable, renewable, and reusable as a way to gain a competitive advantage over their rivals. This paper aims to comprehend how, particularly in the Indian context, green marketing methods have evolved into viable commercial tools. It looks at how commercial organisations are embracing green tactics to get an edge over rivals. The conclusion discusses the potential and challenges firms have when using green marketing and explains the state of the Indian market today.