International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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IMPROVING SUSTAINABILITY THROUGH GREEN MARKETING

    1 Author(s):  NAVAL KISHORE TRIPATHI

Vol -  5, Issue- 12 ,         Page(s) : 40 - 47  (2014 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

Green marketing involves promoting and developing the services and products that satisfy the customers’ needs, expectations and wants for affordable pricing, quality, performance, and convenience without having any impact on the environment. Environmental and green marketing emerged due to the increasing concerns of people for the environment. According to Belz and Peattie (2009), green marketing is to make products and packaging more environmentally friendly, apart from the production process. Green marketing is defined as the environmental or green marketing which consists of activities that are designed to generate and provide any changes in order to satisfy human needs and expectations with the minimal impact on the natural environment. In general, terms like environmentally friendly, recyclable, phosphate free, refillable and ozone Friendly are some of the terms that often associate with the green marketing.

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