Vol. 6, Issue 2, Part F (2024)

This study examines how green marketing has developed and is used in India, with a particular emphasis on how businesses use sustainable techniques to solve environmental issues while remaining competitive. Regulatory concerns, the global push for sustainability, and increased consumer knowledge are the main drivers of the change towards eco-friendly marketing. The study explores how green marketing has evolved over time, discusses the difficulties businesses encounter, and examines the tactics used by different Indian businesses in industries such manufacturing, retail, technology, and fast-moving consumer goods. Through case studies, it showcases programs like energy-efficient product lines, eco-labeling, green advertising, and sustainable packaging. The study also looks at how consumers' behavior is affected by green marketing, showing how businesses employ environmental appeals to draw in and keep clients. Issues like greenwashing and striking a balance between sustainability and profitability are covered in detail. The results imply that businesses can enhance their brand equity and succeed in the long run by implementing genuine green marketing tactics. The study's conclusions include suggestions for how organizations can better incorporate green practices, comply with legal requirements, and encourage consumers to make sustainable decisions, all of which will benefit both the environment and enterprises.