Green Marketing Mix: Rethinking Competitive Advantage during Climate Change

The research shows that companies are redefining their marketing mix in the context of green to position their products in the changing scenario. The ideology of consumption, living to consume rather than consuming to live, prevalent in the mainstay of marketing and society has affected the marketing strategy. Thus, the global climatic conditions have led to the changes in production, marketing, and consumption behaviour in the form of aggressive conservation, recycling, and green product use.