• N. Komal
• Prof. B. Raja Rathnam

Environmental impact resulting from human actions has profound effects on both our collective well-being and individual lives. The repercussions of environmental degradation, encompassing issues like air pollution, deforestation, and the formidable implications of climate change, underscore the pivotal role of human activity. Within this context, the corporate realm has recognized the significance of societal and environmental responsibilities, prompting the emergence of concepts like "Green Marketing" and "Environment Marketing" as critical components of future business strategies. In the contemporary business landscape, terms such as "go green," "environmentally friendly," "environmental preservation," and "energy conservation" have gained substantial prominence. Safeguarding our natural surroundings has transitioned from being a desirable option to an imperative, particularly within the intricate fabric of today's globalized society. Green Marketing has emerged as a conceptual cornerstone that empowers businesses to harmonize economic pursuits with a steadfast commitment to environmental preservation. The integration of ecologically conscientious practices has become non-negotiable for any forward-looking enterprise. Moreover, numerous enterprises have harnessed the potential of Green Marketing as a means to outpace competitors. By offering innovative products crafted from recycled, renewable, and repurposed materials, these businesses have demonstrated their commitment to sustainable practices, effectively leveraging their offerings to gain competitive advantage. This study focuses specifically on the landscape of Green Marketing in India. Its core objective is to delve into the trajectory of Green Marketing strategies as catalysts for sustainable business growth. The exploration aims to elucidate the strategic adoption of Green Marketing techniques by enterprises aiming to attain a distinctive edge over industry rivals. The study delves into the potentials and challenges inherent in the deployment of Green Marketing strategies within the Indian context. Through a judicious blend of quantitative and qualitative research methodologies, the study gathers primary data via surveys and interviews. The amalgamation of these techniques enables a comprehensive analysis of the evolving trends in the adoption of Green Marketing practices within the Indian business landscape. The study seeks to unravel the intricate tapestry of how businesses in India are effectively navigating the realm of Green Marketing to not only fortify their market positioning but also to contribute to the overarching goal of environmental sustainability. A survey is conducted among 100 Telangana participants who were chosen using the Yamane (1967) sampling technique in order to get quantitative data. To learn more about the problems, difficulties, additional financial assistance provided by the government, etc., in-depth interviews were also performed during telephone calls. To create a well-structured survey or questionnaire, the entire data set was used. The Chi-Square Test, a well-known statistical procedure, was used by the examiner in this investigation. According to the results of the chi-square test, environmentally friendly advertising can be considered sustainable development in Telangana at the 5% level of relevance. In the present research, we looked at the several key green marketing tactics used by organizations. In this analysis, it was found that environmentally friendly advertising presents both potential and challenges. The implementation of green marketing methods has a lot of potential to boost the country's economic development, it has been found. Keywords: Green Marketing, Trends of Green Marketing, Green Strategies, opportunities and Challenges, sustainable development.

TRENDS OF GREEN MARKETING IN INDIA

"TRENDS OF GREEN MARKETING IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 8, page no.g238-g247, August-2023, Available :http://www.jetir.org/papers/JETIR2308626.pdf

"TRENDS OF GREEN MARKETING IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 8, page no. ppg238-g247, August-2023, Available at : http://www.jetir.org/papers/JETIR2308626.pdf