GREEN MARKETING : THE NEW MANTRA

Growing concern towards environment has affected almost every sphere. It also affected the marketers that's why concept of green marketing evolved. Green marketing or green product development is more than just a product which is environment friendly but a lot more than that . it is a systematic and slow change which takes with it customers, marketers or say producers. This is more than a approach to market the product but it has an environment and social dimensions attached to it. Green marketing has been defined as process of developing product and services and promoting them to satisfy the customer who prefer the product of good quality, performance and convenience at affordable cost, which at the same time do not adversely affect the environment. The concept has become more important as it is attached to save the detoriating conditions of earth and environment. The paper describes green marketing, benefits and problem etc related to green marketing..