A study of Green Marketing & its placement in Indian Market

Abstract: By virtue of studying existing literature, this study attempted to comprehend the scope of green marketing and the concept underpinning it. It tried to capture the customers’ demand and perception towards green products and marketing strategy. Studied in depth were the processes on how environmental deterioration is a major issue and the challenges and possibilities that green marketing strives to achieve. Also this study attempted to analyze the change in behavior of consumers towards accepting eco-friendly products for sustainable living. Eco-friendly goods also contribute to our climate. Study also tried to analyse that future scope of the products and its usability for the industry along with the consumers.

Green Marketing, Eco-friendly, Awareness

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