Main Article Content
Abstract
Green Marketing has gained momentum in the context of global warming and climate change and this, in turn, has forced many companies to incorporate the principals of Green Mark eting. Recently, Green
Mark eting has drawn the attention of government and this has forced them to introduce environment -friendly policies. As resources are limited and human needs and wants are unlimited, resources have to be utilized
economically and in an environment friendly way. Green Mark eting will play an important role in sustainable development. Every firm needs to adopt innovative methods to sustain itself in the c ompetitive
environment, thus Green marketing becomes an important aspect which every firm will have to implement in near future, so why not start practicing it immediately. The Government in near future is going to adopt
stringent policies to enable sustainable development. The marketers should realize this and head on towards Green Marketing. The paper focuses on the present trends of green mark eting in India and describes the
reason why companies are adopting it and future of green marketing and also expl ain the various challenges of Green mark eting in India.