• Dr. B.SHIRLY
• V.GEETHA

Green marketing is a major breakthrough in the vast field of marketing. It has become one of the growing areas and is inviting a lot of attention. In India Green Revolution started as a new revolution in late 1990s. Consumer preferences and their buying behaviour are changing. Green lifestyle has become a new way and has been accepted as a trending attitude of the consumers. Most of the national and multinational organizations are concerned about their roles in improving the quality of the environment and surroundings. The traditional marketing system has evolved over the time to a more sustainable way of marketing that is ecological in nature. This change in the marketing system and the change in the preferences of the consumers are rightly observed by the organizations that are changing themselves radically in order to cater to the demands of the dynamic market. Each player in the market is trying their best to create a niche for themselves and to stand out in the crowd and in order to sustain and make profits in the long-term without negatively impacting the environment. The aim of this paper is to understand the concept of green marketing and studying its application by corporate houses in India.

Green marketing, environmental sustainability, ecological marketing, green products, etc.

"AN EXPLORATORY STUDY ON GREEN MARKETING REMAINS NASCENT IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.263-271, May-2019, Available :http://www.jetir.org/papers/JETIRBP06050.pdf

"AN EXPLORATORY STUDY ON GREEN MARKETING REMAINS NASCENT IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp263-271, May-2019, Available at : http://www.jetir.org/papers/JETIRBP06050.pdf