Green Marketing in India the Needs and Challenges

Abstract

Cautious approach towards scarce natural resources and ever precious environment is the crucial step to be taken by the developing countries like India. Fast pace movements towards industrialization and following policies like 'Make in India" and intensifying consumer awareness for health, safety and environment friendly society are pushing the marketers to star1 practicing the green marketing to position the companies as eco-friendly. ln this paper an attemp1 has been made to highlight the factors those influence the need and challenges of practicing green marketing by retailers in India.