International Journal of Commerce and Economics

authors
Basu Garg

abstract
Health care and climate change have become global issues hence green marketing attempt to attract those customers who care environment. Today world is concerned for environment and keeping in view environmental sensitivity 5^th June is celebrated as World Environment Day. With growing awareness about harmful effects of global warming, pollution and degraded products among the customers and marketers the need for green marketing has emerged. Green marketing is also known as ecological marketing. It involves developing such products and packaging that are either not or less harmful to the environment. Green marketing focuses on sustainable marketing rather than developmental marketing. This paper is an attempt to understand the concept of green marketing and its relevance in present scenario. Further it highlights that what are the different methods of green marketing and how companies can develop green marketing mix.