Green marketing

Green marketing is one of the emerging concepts of marketing. It is a form of marketing in which business organizations consider the impact of marketing on the natural environment. Today's organizations are running their marketing activities neglecting the society's welfare in the pretext of meeting and satisfying consumer needs. Indiscriminate industrialization has

led to devastating social consequences. Green house effect leading to global rise in temperature, depletion of ozone layers leading to a rise in the incidence of skin cancer, resource shortages due to indiscriminate use of scarce and non-renewable natural resources, such as oil, coal, forests, etc and pollution are the realities of today. These all are the results of marketing activities. Its concept is developed in such background. The beginning of the concept of green marketing can be traced to the Earth Summit Conference held in 1992 at Rio de Janeiro Brazil.

Green  marketing is environment-friendly marketing. It considers environmental consequences of marketing activities. It promotes environmental protection through marketing efforts. It develops a sense of "green responsibility" in marketing. It contributes to environmental sustainability. It advocates legislation favoring environmental-friendly marketing.

Requirements for green marketing are commitment, pollution control, new technology, use of recyclable materials, legal framework, use of Eco labels, consumer consciousness.