GREEN MARKETING: A MEANS FOR SUSTAINABLE DEVELOPMENT

Abstract

Marketers are continually trying to recognize the new opportunities and risks given by the marketing environment, while also understanding the significance of regularly monitoring and adjusting to it. Marketers must think imaginatively about how to meet the requirements of the global population while promoting sustainable development. Green Marketing has developed as a new idea to capitalize on growing opportunities and ensure a higher standard of living through sustainable development. Green marketing is a philosophy that is primarily concerned with sustainable development. Recognizing the importance of people's concern for a healthy environment to live in and their preference for environmentally friendly products and services to consume, marketers are now attempting to capitalize on this to ensure sustainable development and are incorporating these concepts into their strategy development. This document tries to explain the words and concepts of green marketing. The study attempts to illustrate why green marketing is critical in the current environment. This report attempts to describe the fundamental challenges linked with green marketing and propose solutions. This study also discusses current green marketing trends and how green marketing can be used to promote sustainable development.

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