• Shivani
• Suman bala
• Dr. Neetu Rani

In this current emerging era Green is need of society. There are harmful chances take place in environment, we need so friendly environment friendly way of development. green marketing as the application of marketing tools to facilitate exchanges that satisfy organizational and individual goals in such a way that the preservation, protection and conservation of the physical environment is upheld. Green marketing is emerging due to need of sustainable growth of economy, with properly satisfaction of customers. Its application of green marketing as the application facilities exchange, that satisfies organization and individual goal in such a way that the preservation, protection and conservation of the physical environment is upheld. Green marketing is marketing of product and services that are presume to be environment safe, its a process of selling product and services based on their environmental benefits. Green marketing is in infant stage so this paper is attempted to introduce with the concept of green marketing. This paper also thronging light on its benefits and issues related with its adopted. Its a conceptual paper the data is collected from books, magazines, websites and different articles. We found that green marketing is an emerging concept and consumers are not even aware about, it generates interest of consumers and different organization that are associated with this term of green marketing. Paper also suggests that environment issues gained importance throughout the world, so it become important for us to understand and implement it different organizations.

Key words: green marketing, green marketing function, environment and waste management

"Green marketing: An emerging concept", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 3, page no.421-426, March-2019, Available :http://www.jetir.org/papers/JETIR1903G60.pdf

"Green marketing: An emerging concept", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp421-426, March-2019, Available at : http://www.jetir.org/papers/JETIR1903G60.pdf