• Dr. R. Uma Devi

“Green Marketing emphasize aligning business with nature, the responsibility to protect the environment for future generations, and how sustainability is a crucial part of modern business and a key driver of consumer choice.” Green marketing is an ecological concept developed in the global market for the sustainability of the firms in present days. Now-a-days consumers prefer more environmental friendly products over traditional products and their opinion and preferences has been changed towards the green products because of environmental issues. Green marketing means production, promotion and distribution of products and services which are environment friendly in nature and protect the environment from its degradation. Green marketing is a modern concept adopted by the business firms in order to protect the nature from the harmful environmental issues. The present study is a conceptual study focussing on the concept, evolution, trends and challenges of green marketing in the present era of competitive world.

Green Marketing, Sustainable Development, Green Marketing Mix, Green Strategy and Eco-Friendly Products.

"GREEN MARKETING PRACTICES –ECHO-FRIENDLY MARKETING STRATEGY FOR THE SUSTAINABILITY: A CONCEPTUAL STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 11, page no.b539-b553, November-2025, Available :http://www.jetir.org/papers/JETIR2511170.pdf

"GREEN MARKETING PRACTICES –ECHO-FRIENDLY MARKETING STRATEGY FOR THE SUSTAINABILITY: A CONCEPTUAL STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 11, page no. ppb539-b553, November-2025, Available at : http://www.jetir.org/papers/JETIR2511170.pdf