Pro-Environmental Concern and Green Marketing

Author:Nishaa*, P. Geethab

Abstract:
The growing concern about preserving the natural environment has induced the marketers to develop a new marketing concept called green marketing. Green marketing is the process of developing products and services and promoting them to satisfy the consumers who prefer products of good quality, performance and convenience at affordable cost, which at the same time do not have a detrimental impact on the environment. The present study took place in Kanniyakumari district of Tamil Nadu. The paper aims at finding the factors that prevent the marketing of green products and to understand the strategies needed to successful green marketing. Availability of green products at a reasonable price and customers’ awareness regarding environmental impact are essential for improving the sale of green products. The manufacturers, marketers, consumers, society, Government and media are collectively responsible for the sustainability of green environment and promotion of green products.

Keywords:Keywords: Green marketing, Promotion of Green Product, Industrial Ecology, Environmental Sustainability, Green Marketing Myopia.

DOI:

International Journal of Trade & Commerce (Vol: 8 Issue:1)