Abstract: In the present scenario companies are eager to be in a greener pace in all of their organizational activities due to drastic change in the environment which led to massive increase of pollution.These environmental changes lead to various kinds of disasters like calamities, drought, diseases etc which affects not only humans but also animals. In 1990’s, when people were not aware of eco-friendly products, the concept called Green Marketing was introduced in the form of Green Washing. This article examines about green marketing, its strategies, importance, advantages and disadvantages. It provides suggestions for companies to produce eco friendly goods in order to survive for long run and to maintain sustainability in the market. On other hand, it also provides suggestions for customers to be aware of the products and its details.
Keywords: Green marketing, Green washing, Green positioning, Green logistics.
Title: GREEN MARKETING: BOON OR BAN?
Author: Dr. Benita.S.Monica, Kona Hasmitha
International Journal of Interdisciplinary Research and Innovations
ISSN 2348-1218 (print), ISSN 2348-1226 (online)
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