Main Article Content
Abstract
Today, Environment issues are seen everywhere in the world. These issues are very crucial i.e., global warmingwaste disposal, climate change, and pollution etc. and influence our daily life. Therefore, it has become necessary to take initiatives that will help carry out theroutine business by inculcating eco-friendly business practices.The concept of green marketingcan be therefore adopted which refers to marketing of products that are presumed to be environmentally safe. It incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising. The paper tries to find of the effectiveness of green marketing from environmental as well as commercial angle. The main objective of the paper is to appeal the business enterprises to adopt a green practice to enhance and expand their business.The study is based on the sequential content analysis of various news reports, web articles and publication of various authors.