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Green marketing is a phenomenon which has developed particular important in the modern market.This concept hasenabled for the re-marketing and packaging of existingproducts which already adhere to such guidelines.Additionally, the development of green marketing has openedthe door of opportunity for companies to co-brand theirproducts into separate line, lauding the green-friendliness ofsome while ignoring that of others.Such marketingtechniques will be explained as a direct result of movement inthe minds of the consumer market.As a result of thisbusinesses have increased their rate of targeting consumerswho are concerned about the environment.These sameconsumers through their concern are interested in integratingenvironmental issues into their purchasing decisions throughtheir incorporation into the process and content of themarketing strategy for whatever product may be required.This paper discusses how businesses have increased theirrate of targeting green consumers, those who are concernedabout the environment and allow it to affect their purchasingdecisions.The paper identifies the three particular segmentsof green consumers and explores the challenges andopportunities businesses have with green marketing.Thepaper also examines the present trends of green marketing inIndia and describes the reason why companies are adopting itand future of green marketing and concludes that greenmarketing is somethingthat will continuously grow in bothpractice and demand.I.
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