Awareness of Green Marketing in Preventing Pollution of Environment

The earth and green are incessantly linked with each other. But in today’s world green has become a neglected object. As a result, earth’s own balance is disrupted; resulting in no one is getting relief from environmental pollution, earthquake, tsunami, health problem. In this current business scenario environmental issue play on important role in business. They are trying to change consumers’ behaviors and creating pollution free environment by using green things without harming the environment. This concept is called green marketing or ecological marketing or environmental marketing. Green marketing and green product development are useful techniques that are used by firms to increase the competitive advantages. Green marketing and green product development have various benefits to increase sustainable environment and increase awareness of brand image. But in modern globalization era, it has become a challenge to keep consumers as well as consumers in fold and even keep our natural environment safe that is the biggest need of the time. Green marketing is a phenomenon which has developed particular important in modern market. The development in green marketing has opened the door of opportunity and concern with the natural environment and business have to quick accept concept like waste minimization, ecofriendly product, green packaging, pricing and have integrated environmental issues into organizational activities. In this paper, the main emphasis has been made of need, importance of green marketing. This paper describes the current scenario of the market and explores the challenges and opportunities businesses have with green marketing.