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Abstract
Green Marketing" refers to holistic marketing concept wherein the production, promotion, distribution consumption and disposal of products and services take place in such a way that the least of damage is inflicted upon the environment. As resources are limited and wants are unlimited, it is essential to use resources efficiently, so that every organizational objective is achieved without waste of resources. Thus green marketing is unavoidable. Both marketers and consumers are becoming increasingly sensitive to the need to switch into green products and services. As a result of this, the term “Green Marketing” has emerged. While the shift to "green" may appear to be expensive in the short term, it will definitely prove to be indispensable and advantageous, cost- wise too, in the long run.