• Neha Raghuvanshi

Globalisation has been a boon to businesses and consumers across the globe. It has helped the firms to specialise and intensify their R & D. It has made it a lot easier for new firms to compete with old incumbents in the market. Many goods which were earlier affordable by few are now common in all households. Globalisation has opened the floodgates of economic growth for developing countries. But along with this economic growth comes externalities. One of the most important challenge in the era of globalisation is to keep the environment clean as well as satisfy and retain the consumers. Green marketing is the new buzz word. It is a strategy typically followed by companies that are committed to sustainable development and corporate social responsibility(CSR). The present day consumer is much more conscious and weighs the environmental impact of their purchases. Thus, green marketing has become the new strategic imperative for the businesses.

Globalisation has been a boon to businesses and consumers across the globe. It has helped the firms to specialise and intensify their R & D. It has made it a lot easier for new firms to compete with old incumbents in the market. Many goods which were earlier affordable by few are now common in all households. Globalisation has opened the floodgates of economic growth for developing countries. But along with this economic growth comes externalities. One of the most important challenge in the era of globalisation is to keep the environment clean as well as satisfy and retain the consumers. Green marketing is the new buzz word. It is a strategy typically followed by companies that are committed to sustainable development and corporate social responsibility(CSR). The present day consumer is much more conscious and weighs the environmental impact of their purchases. Thus, green marketing has become the new strategic imperative for the businesses.

" GREEN MARKETING AND SUSTAINABLE DEVELOPMENT ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.165-170, February-2019, Available :http://www.jetir.org/papers/JETIRY006029.pdf

" GREEN MARKETING AND SUSTAINABLE DEVELOPMENT ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp165-170, February-2019, Available at : http://www.jetir.org/papers/JETIRY006029.pdf