GREEN MARKETING PROBLEMS & PROSPECTS

Now-a-days human beings are consuming natural resources in an unsustainable way. The environmental pollution, depletion, and degradation of resources have in fact been neglected as compared to the issues related to the industrial growth and expansion. India has not been untouched to this worldwide phenomenon, rather this has been more prominent in India because of the substantial increase in its population, as compared to other developing economies. Compared to consumers in developed countries, the Indian consumer has much less awareness of global warming issues. Successful marketing has always been about recognizing trends and positioning products, services, and brand in a manner that supports buyer intentions. Today, Green marketing is not only a trend but also a way of doing business and businesses that should recognize (a) the value of going green and (b) the message should also be communicated through their marketing program to their consumers