• Tushar Kanti Das

We cannot deny the present day situation of our global environment that now we are under the threat of global warming, depletion of ozone umbrella, green house effect etc. Every person either rich or poor would be interested in quality of life with full of health. Traditional marketing fails to fulfill to the target because it focuses less attention to the environmental pollution. Financial gain and economy profit are the main aim of any corporate business house but it is not possible to have sustainable development by polluting global environment. So we want to have a push from traditional marketing to green marketing. Green Marketing (GM) refers to the process of selling products and services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and packaged in an environment friendly way. In this article emphasis has been given to the concept of green marketing, the rules of green marketing and the reasons of using green marketing by the firm. This article also explain the steps taken by corporate houses towards green marketing and focuses the challenges of green marketing and also concludes that green marketing is some one that will continuously grow in both practice and demand.

Global environment, Green Marketing, Sustainable Development, Marketing -Mix.

"Green Marketing in Global Environment: An Indian Perspective ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 5, page no.o425-o429, May-2023, Available :http://www.jetir.org/papers/JETIR2305F56.pdf

"Green Marketing in Global Environment: An Indian Perspective ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 5, page no. ppo425-o429, May-2023, Available at : http://www.jetir.org/papers/JETIR2305F56.pdf