• Saad Bin Azhar
• Ambika Rathi
• Ankur Budhiraja

In research, as in practice, there is often a weak link between environmental management and product marketing. To solve this problem, environmental aspects should be integrated into the earliest product design phases. Eco-effective product design aims to systematically establish and implement goals in product design with the aim of improving environmental performance. These goals should be based on significant environmental aspects of the products and take into account environmental requirements leading to a concept of Green Marketing. Green marketing is a phenomenon which has developed particular importance in the modern market. This concept has enabled for the re-marketing and packaging of existing products which already adhere to such guidelines. Additionally, the development of green marketing has opened the door of opportunity for companies to co-brand their products into separate line, lauding the green-friendliness of some while ignoring that of others. Such marketing techniques will be explained as a direct result of movement in the minds of the consumer market. As a result of this businesses have increased their rate of targeting consumers who are concerned about the environment. These same consumers through their concern are interested in integrating environmental issues into their purchasing decisions through their incorporation into the process and content of the marketing strategy for whatever product may be required. This paper discusses how businesses have increased their rate of targeting green consumers, those who are concerned about the environment and allow it to affect their purchasing decisions. The paper identifies the three particular segments of green consumers and explores the challenges and opportunities businesses have with green marketing. The paper also examines the present trends of green marketing in India and describes the reason why companies are adopting it and future of green marketing and concludes that green marketing is something that will continuously grow in both practice and demand.

Green Product, Recyclable, Environmentally safe, Sustainable Products, Eco Friendly

"Eco-effective product design: the contribution of Green Marketing in designing sustainable products", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.622-629, December-2018, Available :http://www.jetir.org/papers/JETIR1812684.pdf

"Eco-effective product design: the contribution of Green Marketing in designing sustainable products", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp622-629, December-2018, Available at : http://www.jetir.org/papers/JETIR1812684.pdf