Green Marketing: An Overview of Marketers' Perspective towards Green Products

Green marketing is a current phenomenon which has developed a great important in the modern business environment. A green business implements practices that are common to all business, reducing, reusing and recycling. Additionally, the evolution of green marketing has opened the door of opportunity to exploit and provide a competitive advantage over firms. This paper analyzed the different issue of green marketing. The research aims to provide theoretical contribution in understanding the consumer willingness and intention to purchase of green products. The research also examines the need of green marketing and explores the challenges and strategies of businesses have with green marketing. The study revealed that Consumers are becoming more ecologically conscious and desirous of purchasing environment friendly products i.e. green products to play their role towards a greener world. Many researches also suggested that consumers are increasingly choosing or avoiding products based on their environmental impact. But they were not aware as to what constitutes environmentally friendly products. Hence, marketers need to consider efforts that are required to convert the environment concern into environmental consumer behavior as green marketing is something that will continuously grow in both practice and demand. Marketers by satisfying this urge and desire of consumer towards environment through effective promotional strategies to educate them about green products, their usage and resultant impact on the environment protection will in long run help enhance their goodwill and building strong brand image in the eyes of consumers.