Indian Journal of Marketing

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Green-trust & Distrust


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In 1970's the word "Green" grabbed the attention of Industrialists and others. Green is coined in Europe to refer to a particular politics and lifestyle. Green Marketing is a combination of "Social Marketing Concept" and "Ecological Marketing Concept". The concept is famous in United Kingdom and some other countries, but it is unfamiliar in the international business environment due to the lack of universal consistent meaning.Green marketing incorporates a broad range of activities, including product modification, changes to production process, packaging changes, and also changing advertising strategies.
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  • Green-trust & Distrust

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Abstract


In 1970's the word "Green" grabbed the attention of Industrialists and others. Green is coined in Europe to refer to a particular politics and lifestyle. Green Marketing is a combination of "Social Marketing Concept" and "Ecological Marketing Concept". The concept is famous in United Kingdom and some other countries, but it is unfamiliar in the international business environment due to the lack of universal consistent meaning.Green marketing incorporates a broad range of activities, including product modification, changes to production process, packaging changes, and also changing advertising strategies.