• Dr. Rajrupa Mitra

Green marketing is a sustainable marketing concept in which production, marketing, consumption and disposal of products are undertaken keeping the environmental concern in mind. Firms adopting it modify production patterns to incorporate environmental issues and resort to environmental management systems and waste minimization practices. Precisely, green marketing is a strategy which satisfies consumers’ wants and accomplishes business goals simultaneously. However, it cannot be stated unequivocally that all firms resorting to environment friendly practices have actually modified their behaviour. Sometimes, in the lure of higher profits, firms adopt unfair practices and mislead the consumers regarding ‘greenness’ of the product. This definitely thwarts attainment of the desired environmental goals. This paper attempts to study the opportunities inherent in this strategy as also the various challenges posed by it. It discusses the various green marketing initiatives in the Indian context and it is quite apparent that firms adopting it have definitely been able to enjoy a competitive edge over others.

Green, Environment, Sustainability, Marketing, Eco-friendly.

"Viability and Sustainability of Green Marketing in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 12, page no.f216-f224, December-2022, Available :http://www.jetir.org/papers/JETIR2212531.pdf

"Viability and Sustainability of Green Marketing in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 12, page no. ppf216-f224, December-2022, Available at : http://www.jetir.org/papers/JETIR2212531.pdf