• SHRESHTHI PRAKASH
• Dr. Abhishek dixit
• Mrs preeti bhargava

Environmental challenges have become the main focus of international business in recent years. A change in consumer behaviour has been brought about by a greater understanding of the numerous environmental issues. People and companies are looking for methods to be more environmentally sensitive as green living and eco-friendliness become increasingly popular. Because of this, a lot of business entities are investing more and more in environmental protection these days. They demonstrate to their client how serious they are about environmental preservation. The preservation of the natural environment is the evident goal. Customers in the modern day need to be aware of environmental issues and social responsibility. It is a phenomena that has grown particularly significant in the contemporary market, has become a key idea in India as well as other established and developing nations, and is seen as a crucial tactic for supporting sustainable development. The primary topic of this study paper focuses on how industries are evolving and how they are increasingly aiming to create a more environmentally friendly atmosphere.

"Green Marketing: An emerging concept in changing time", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 3, page no.c478-c485, March-2024, Available :http://www.jetir.org/papers/JETIR2403260.pdf

"Green Marketing: An emerging concept in changing time", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 3, page no. ppc478-c485, March-2024, Available at : http://www.jetir.org/papers/JETIR2403260.pdf