• HARISH PRASAD SATI

As the world faces escalating environmental challenges, green marketing has emerged as a crucial strategy for businesses to address sustainability concerns and meet the changing demands of environmentally conscious consumers. This paper provides an overview of the state of green marketing practices adopted by Indian firms and highlights the significance of their efforts in driving sustainable development. Indian firms, with their growing global presence and diverse market segments, have recognized the need to embrace green marketing as a means to achieve competitive advantage and contribute to a greener future. They have embarked on various initiatives, such as eco-friendly product development, sustainable packaging, energy-efficient manufacturing processes, and responsible waste management. Moreover, many companies have implemented corporate social responsibility (CSR) initiatives aimed at environmental conservation, promoting renewable energy, and supporting local communities. The paper also discusses the motivations behind Indian firms' adoption of green marketing. Factors such as changing consumer preferences, increased environmental regulations, stakeholder pressure, and long-term business sustainability have played a significant role in driving the shift towards eco-friendly practices. Indian consumers, particularly the younger generation, are increasingly demanding sustainable products and are willing to support companies that align with their values. Furthermore, the paper examines the challenges faced by Indian firms in implementing effective green marketing strategies. These challenges include high initial costs, limited consumer awareness, inadequate infrastructure for recycling and waste management, and the need for a supportive regulatory framework. However, Indian companies are actively collaborating with stakeholders, including government bodies, non-governmental organizations, and industry associations, to overcome these hurdles and foster a culture of sustainability. The research paper primarily focuses on the concept, necessity, and significance of green marketing. To fully comprehend the importance of green and sustainability management, various sources such as books, journals, websites, and newspapers need to be utilized to gather data. The objective of the paper is to determine the essence of green marketing and how businesses can enhance their competitiveness by implementing green marketing strategies, surpassing their competitors. It investigates the key issues involved in adopting green marketing practices and presents an overview of the current state of the Indian market, along with the challenges and opportunities businesses encounter in relation to green marketing. The reasons behind companies adopting green marketing and the future prospects of this field are also explored. In conclusion, the paper suggests that green marketing will continue to grow in both practical implementation and demand.

Green marketing , Sustainability , Recycle , Reuse

"Green marketing adoption by some selected Indian firms", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 7, page no.j139-j145, July-2023, Available :http://www.jetir.org/papers/JETIR2307919.pdf

"Green marketing adoption by some selected Indian firms", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 7, page no. ppj139-j145, July-2023, Available at : http://www.jetir.org/papers/JETIR2307919.pdf