GREEN MARKETING TO MEET CONSUMER DEMANDS AND SUSTAINABLE DEVELOPMENT-CHALLENGES AND OPPORTUNITIES

Green Marketing has evolved special implications in the modern market. Green indicates purity by means of quality, fairprice and worthy in dealings. Green marketing focus to market eco-friendly products to satisfy the needs and wants of customers. It adopts innovative techniques of product modification, dynamic product processes, maintaining sustainability and diversified ways of advertising etc. The vision of Green marketing is doing business along with protecting ecological environment. Present day customers need to be socially responsible by consciously working for the cause of environmental protection. The business based on modern trends havecreated global pressure upon employers to be environmental friendly. Now, more companies aim to produce consumer and Industrial Goods which are less hazardous to the environment. Every company eventually shifting towards becoming green to enjoy the early mover advantages offered by regulating bodies. Green Marketing ensures long run sustainability and profitability. It is multi beneficial with reduced cost, encourageaccessibility to new markets with competitive advantage, increase morale of employee for being a part of environmental cause, satisfies the customer with health products and services. This paper is descriptive in nature and the data are collected from secondary sources like, text books, journal publications, company reports and websites. This paper analyse the implications of green marketing in the Indian business scenario by analysing different Green Business organisations listed in the Go Green Directory published by Eco-Deaz and ranked in the newsweek 2016