• Chetna Priti Amity University, Patna, India



The growing global consciousness and awareness about the environmental degradation has raised serious concerns about its safety. United Nations has tried to raise accountability and responsibility among the decision makers to avert major environmental disasters through its Global Environmental Outlook. Green marketing practices are adopted by the organizations to develop environment-friendly products. The entire process of manufacturing and producing the products are also designed to consume less energy or alternative sources of energy. The use of bio-degradable parts, packaging, green supply chain and generating less pollutants in manufacturing have positive effect on the environment. This study aims to provide information about the evolution of Green marketing. The gradual development has been ecological, environmental, and sustainable. The study also leads to understanding of challenges associated with it. The green marketing being a new concept requires awareness generation through various media, especially social media, and digital medium. The increase in cost due to the green technology and green marketing is difficult to communicate to the consumers. The lack of trust factor in believing the claims made under green practices is another difficulty. The green marketing, nevertheless, benefits all the stakeholders as per the study. The consumers get eco-friendly products which makes the consumers as well as companies to contribute positively to environment safety. The companies enhance their image through green marketing as consumers wants to be associated with environment friendly companies. The impact of global warming and climatic changes reduces agricultural productivity, negatively impacts ecosystem and human health. Green production practices help in reduction of poverty and hunger and improvement in economy by better agricultural produce. The examples of green practices adopted by several companies like McDonald, Walmart, Hewlett Packard, Honda, Ikea, State Bank of India, Maruti Suzuki etc. are testimonial to the fact that organizations have become responsible and realise the positive effects of green marketing. This has also been illustrated in the study of examples of green practices adopted by the companies. The study also highlights the prospects of green marketing. The future of green marketing is full of potentialities and innovative practices. The organizations will be focusing on the use of green technology and environment friendly technology to develop green products. The areas of research and development has widened the scope to innovate and produce environment friendly products and services in different sectors of the economy. The adoption of green marketing practices is the key to develop sustainable organizations.


Green Marketing, Environment Friendly, Innovation, Sustainable Organizations


Download data is not yet available.


Ahmadzadeh, M., Eidi, F., & Kagopour, M. (2017). Studying the effects of environmental commitments on green marketing strategies. International Journal of Economic Perspectives, 11(1), pp 816-823.

D’Souza, C., Taghian, M., Sullivan-Mort, G., & Gilmore, A. (2015). An evaluation of the role of green marketing and a firm’s internal practices for environmental sustainability. Journal of Strategic Marketing, 23(7), pp 600-615.

GEO. (2019). UNEP Global Environment Outlook 6 (2019) calls on decision makers to address pressing environmental problems among which land degradation as an increasing threat for human well-being and ecosystems. United Nations- Convention to Combat Desertification, 12th April. Retrieved From: global-environment-outlook-6-2019-calls-decision-makers-address-pressing

Kasliwal, N., & Khan, I. (2016). Green marketing: trends, challenges, future scope and case studies. In International Conference Make in India Initiatives, Roles, and Challenges for SMEs in the Global Perspective, February. Retrieved From: file:///C:/Users/kabir/Desktop/poornimaconferencepaper-irum.doc.pdf

Katrandjiev, H. (2016). Ecological marketing, green marketing, sustainable marketing: synonyms or an evolution of ideas? Economic Alternatives, 1(7), pp 71-82.

Lazar, C.I. (2017). Perspectives on green marketing and green businesses for sustainable development. Bulletin of the Transilvania University of Brasov, 10(59), pp 45-52.

Mishra, P., & Sharma, M. P. (2011). Green Marketing in India: Future Opportunity for Business. Elkjournals. Retrieved From:

Mishra, P., & Sharma, P. (2014). Green marketing: challenges and opportunities for business.BVIMR Management Edge, 7(1), pp 78-86.

Mohanty, V. & Nayak, S. (2017). Green marketing-its application, scope, and future in India. Indian Journal of Scientific Research, pp 111-116.

Nadaf, Y.B.R. & Nadaf, S.M. (2014). Green marketing: challenges and strategies for Indian companies in 21st Century. International Journal of Research in Business Management, 2(5), pp 91-104.

Papadas, K.K., Avlonitis, G.J., & Carrigan, M. (2017). Green marketing orientation: conceptualization, scale development and validation. Journal of Business Research, 80(C), pp 236-246.

Peattie, K. (2001). Towards sustainability: the third age of green marketing. The Marketing Review, 2(2), pp 129-146.

Shafaat, A. & Sultan, A. (2012). Green Marketing. Excel International Journal of Multidisciplinary Management Studies, 2(5), pp 184-195.

Singal, R., Garg, A. & Singla, S. (2013). Green Marketing: Challenges and Opportunities. International Journal of Innovations in Engineering and Technology (IJIET), 2(1), pp 470- 474.

Verma, A. (2015). Green Marketing: Importance and Problems associated. International Journal of Business Management, 2(1), pp 428-437.

Vilkaitė-Vaitonė, N. & Skačkauskienė, I. (2019). Green marketing orientation: evolution, conceptualization and potential benefits. Open Economics, 2(1), pp 53-62.

Welling, M.N. & Chavan, A.S. (2010). Analysing the Feasibility of Green Marketing in Small & Medium Scale Manufacturers. Asia Pacific Journal of Research in Business Management, 1(2), pp 119-133.

Yazdanifard, R. & Mercy, I.E. (2011). The impact of green marketing on customer satisfaction and environmental safety. 2011 International Conference on Computer Communication and Management Proc. of CSIT. IACSIT Press, Singapore, January. Retrieved From: Customer_satisfaction_and_Environmental_safety

Zampese, E.R.S., Moori, R.G., & Caldeira, A. (2016). Green marketing as a mediator between supply chain management and organizational performance. Revista de Administracao Mackenzie, 17(3), pp 183-211.



How to Cite

Chetna Priti. (2021). GREEN MARKETING: AN EVOLVING PHENOMENON . International Journal on Recent Trends in Business and Tourism (IJRTBT), 5(2), 25-31.