Green marketing as a tool for sustainable development

Abstract

In the modern era of globalisation, it has become a challenge to keep our environment safe. The negative impact on the Environment by human beings has considered a matter of concern today. The great concern has been shown by many countries in the world with respect to the greenhouse gases, burning of fossil fuels, depletion of the ozone layer which is due to chemicals and global warming. Hence, the concept of green marketing has emerged as an important concept all over the world. But in some developing countries, it is still in the infant state. In the present state of the economy, society has started giving more importance for the protection of the environment as a social responsibility. Green marketing, green strategies, going green, eco-friendly, saving energy, protecting our earth these are certain terms gained more importance in today’s business world. Green marketing has emerged as a sustainable tool in the business world by balancing its business activities along with protecting the environment. Many industries in the economy have started using green marketing as a competitive advantage to their competitors by using the concept of reuse, recyclable, and renewable. This paper describes the concept of green marketing, its strategies and how it has become a sustainable tool for business of tomorrow.