THE ROLE OF GREEN MARKETING PRACTICES FOR SUSTAINABLE DEVELOPMENT AND CONSUMER PURCHASE INTENTION TOWARDS GREEN PRODUCTS

In present scenario, for protection of environment, sustainable life cycle, preserving the earth natural resources, green products & many more have become a natural emerging concept in day to day life. Many business firms are using it as a tool for sustainability just like a fashion trend. This concept rose with the help of remarketing, packaging and modification of products following the guidelines specified by the government. The paper focuses on the green products or eco-friendly products purchased by consumers. Green marketing helps in providing a new way of opportunity for firms to eco- brand their products as per separate product line and eco-friendly products but few are ignoring this. This paper mainly focuses on the green marketing concept, need, importance and opportunities in India for enhancing the sustainable development. Researcher also examines the present scenario of green marketing practices and reasons that organizations are adopting green marketing as a tool for sustainable development.