A Review Paper on Development of Green Marketing

Abstract

Our everyday lives are surrounded by green revolutions, environmental protection, sustainable lifestyles, sustainable development, and safeguarding our planet. Despite the fact that environmental challenges affect all human activities, few academic fields have written about them. Marketing is a good example. Businesses have begun changing their conduct to address society's "new" environmental concerns. Green marketing and environmental marketing are commonly used in the news. Many organizations in numerous sectors utilise green marketing to follow this trend. The American Marketing Association (AMA) defines ‘green marketing' as the promotion of ecologically friendly products. Thus, green marketing includes adjusting products, changing production processes, packaging, and advertising. Environmental Marketing and Ecological Marketing are synonyms. Changing to "green" may look costly initially, but it will pay off in the long term. Researchers can use this study to learn about green marketing, its importance, potential, and obstacles.