IJEP 44(15): 1405-1413 : Vol. 44 Issue. 15 (Conference 2024)
1. King Khalid University, Department of Business Management, Abha – 62521, Saudi Arabia
2. Atlas SkillTech University, Department of Business and Management, Mumbai – 400 070, Maharashtra, India
3. Madurai Kamaraj University, The American College, Department of Commerce, Madurai – 625 021, Tamil Nadu, India
4. Marwadi University, Research Center, Department of Management Studies, Rajkot – 360 003, Gujarat, India
5. IIS (Deemed to be University), Department of Business Studies, Faculty of Commerce, Jaipur – 302 020, Rajasthan, India
Abstract
The emergence of green marketing is a direct response to the pressing issues of climate change and global warming. Integrated into a comprehensive marketing framework, green marketing encompasses various activities aimed at adapting production processes, modifying products, enhancing packaging and labeling systems and effectively communicating the environmental advantages of products, all with minimal adverse impacts on environment. In accordance with the principles of green marketing, each component of the marketing mix is approached with an environmentally conscious perspective. Both national economies and businesses have come to recognize pivotal role of green marketing, not only in addressing consumer needs and demands but also as a catalyst for the growth and expansion of economic activities. This paper investigates into the exploration of the green marketing concept and analyses the tools within the green marketing mix to underscore its significance in contemporary business environments. The emphasis is placed on notion that marketing strategies should not only be responsive to evolving market needs but also serve as a driving force behind creation of environmental awareness among consumers.
Keywords
Green marketing, Climate change, Marketing frameworks, Marketing mix
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