Green Marketing: Go Green Ms. Bhardwaj Surbhi1, Dr. Tanwar Samridhi2 1Student, The Technological Institute of Textile and Sciences, Bhiwani, Haryana, India Email id: surbhi2860@gmail.com 2Assistant Professor, Department of Management Studies, The Technological Institute of Textile and Sciences, Bhiwani, Haryana, India Email id: samridhi.tanwar@gmail.com Online published on 13 June, 2019. Abstract Everyone needs a healthy, eco-friendly world. That's a reason than everybody focused to be green and go green. Because if you save environment, environment save you. Green marketing is an emerged step in all over world to save the earth through modifies the process of producing and selling goods and services based on their environmental benefits. Every industry tries to reduce plastic consumption for packaging and reuse as well as recycle the products more times. So green marketing becomes an essential tool for sustainable business strategy and for the better business performance and consistency companies are adopting green marketing practices. Green marketing is not only for related to term selling of goods & services but it is wide term which incorporates a broad range of marketing activities, i.e. product modification, production process, packaging styles, way to advertise, etc. Green marketing has lots of opportunities to utilised their all resources and satisfied not even customer's wants but organisational goals always fulfil but in other side it also cover with lots of different challenges yet their organisational goals achieve with satisfaction of customers with proper utilisation of limited resources. In current scenario mostly companies are starting to follow this eco-friendly concept. Consumer playsa catalytic role in making business firms green marketing oriented. At the same time not only rural consumers but urban consumers are not more totally aware regarding the knowing about green marketing concept at the same time. Green marketing associate with various challenges and lots of opportunities and Government of India taken initiative to realize importance of this concept of Make in India. Top Keywords Green Marketing, green code, green consumerism, adoption reason & challenges. Top |