• MANIKANTA SAMA

Green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment. Other similar terms used are environmental marketing and ecological marketing. Green, environmental and eco-marketing are part of the new marketing approaches which do not just refocus, adjust or enhance existing marketing thinking and practice, but seek to challenge those approaches and provide a substantially different perspective. In more detail green, environmental and eco-marketing belong to the group of approaches which seek to address the lack of fit between marketing as it is currently practiced and the ecological and social realities of the wider marketing environment. The present article deals with the significance, characteristics, challenges, and the need for the usage of green marketing.

GREEN MARKETING - A DRIVER FOR SUSTAINABILITY AND PROFIT

"GREEN MARKETING - A DRIVER FOR SUSTAINABILITY AND PROFIT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 3, page no.357-365, March-2019, Available :http://www.jetir.org/papers/JETIRAN06048.pdf

"GREEN MARKETING - A DRIVER FOR SUSTAINABILITY AND PROFIT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp357-365, March-2019, Available at : http://www.jetir.org/papers/JETIRAN06048.pdf