Problems & Prospects of Green Marketing

Green marketing is used for environment friendly products that are green like low power consuming electrical appliances, organic foods, lead free paints, recyclable paper, and phosphate free detergents. Companies are finding that consumers are willing to pay more for a green product. Green marketing in a broader sense is corporate social responsibility because it helps business to become a socially responsible as well. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way. It is the concept of marketing products and services based on environmental factors or awareness. Companies involved in green marketing make decisions relating to the entire process of the company's products, such as methods of processing, packaging and distribution. This paper throws light on review of green marketing practices and principles. Green marketing is the marketing of products that are presumed to be environmentally safe. Thus, green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.