DOI Prefix : 10.9780 | Journal DOI : 10.9780/22307850
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Volume : III, Issue : XII, January - 2014

GREEN MARKETING: AN EMERGING STRATEGY FOR SUSTAINABLE DEVELOPMENT

Rouf Ahmad Rather, R Rajendran

DOI : 10.9780/22307850, By : Laxmi Book Publication

Abstract :

Sustainable development is the form of development which aims at sustainable consumption and sustainable economic growth and tries to protect the environment. The field of sustainable development can be conceptually broken into three constituent parts: environmental sustainability, economic sustainability and social-political sustainability. Realizing the importance of people's concern for a healthy environment to live and preferring environmental friendly products and services to consume, marketers these days are trying to capitalize on the same to ensure sustainable growth and using these concepts in designing their strategies. Green marketing is one of such strategies which marketers are using these days as a key strategy for sustainable development. Green marketing is a phenomenon which has developed particularly important in the modern market and has emerged as an important concept in India as in other parts of the developing and developed countries, and is seen as an important strategy for ensuring the sustainable development. In this research article the main emphasis has been made to know the role and importance of green marketing for sustainable development. Data has been collected from multiple sources of evidence like books, journals, websites, and newspapers. These days' concepts of green marketing are taking shape as one of the key business strategies of the companies for gaining the competitive advantage, ensuring sustainable consumption of their products in the markets and enjoying a sustainable development in the future. Marketers must realize now that green marketing is not purely altruistic - it can be a profitable endeavor for sustainable growth.

Keywords :


Article :


Cite This Article :

Rouf Ahmad Rather, R Rajendran(2014). GREEN MARKETING: AN EMERGING STRATEGY FOR SUSTAINABLE DEVELOPMENT. Indian Streams Research Journal, Vol. III, Issue. XII, DOI : 10.9780/22307850, http://isrj.org/UploadedData/4015.pdf

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