• R.SASIKALA

Increasing consciousness on the environmental problems has led a shift in the way consumers go about their life. There has been a change in consumer attitudes towards a green lifestyle. People are actively trying to diminish their impact on the environment. Nevertheless, this is not widespread and is still evolving. Organizations and business however have seen this change in consumer attitudes and are trying to gain an edge in the competitive market by exploiting the potential in the green market industry. In the modern era of globalization, it has become a challenge to keep the consumers in fold and even keep our natural environment safe and that is the biggest need of the time. Green or eco-friendly marketing is a phenomenon which has developed particular importance in the modern market and has emerged as an important concept in India as in other parts of the developing and developed world, and is seen as an important strategy of facilitating sustainable development. This study has been made of need and importance of green marketing. Data were collected from multiple sources of evidence, in addition to books, journals, websites and newspapers. It explores the main issues in adoption of green products. The present study explains the contemporary situation of Indian organic agricultural market and explores the challenges have with green marketing.

Green marketing, sustainable development, green products, environmental sustainability, eco-friendly marketing, organic food, etc.

"A STUDY ON ECO-FRIENDLY ORGANIC AGRICULTURAL PRODUCTS IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.826-830, May-2019, Available :http://www.jetir.org/papers/JETIRBP06143.pdf

"A STUDY ON ECO-FRIENDLY ORGANIC AGRICULTURAL PRODUCTS 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. pp826-830, May-2019, Available at : http://www.jetir.org/papers/JETIRBP06143.pdf