Green Marketing- A Boon for Sustainable Development

Environmental issues have gained importance in business as well as in public life throughout the world. So in this scenario of global concern, corporate houses has taken green-marketing as a part of their strategy to promote products by employing environmental claims either about their attributes or about the systems, policies and processes of the firms that manufacture or sell them. Many consumers are environmentally conscious, seeking eco-friendly products and services from organizations that are socially responsible. Now days, many organizations or companies are cognizant about the contribution of green marketing to sustainable development. Taking into account this, this paper reviews emphasis on links between green marketing and sustainable development, framework of green marketing and sustainable development, green marketing strategies, trends in green marketing, challenges faced by green marketing and the future of green marketing.