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Green marketing - An innovative marketing tool

Jatinder Kaur Gabria, Meenu Gupta


The concept of marketing started to dominate all business houses during 1950s and this domination continues till date. In initial phase of marketing the focus area was to produce the efficient goods for customers without analyzing their current need. The aim to do so was to attract more and more customers toward the product, but with passage of time a drastic change has been observed in concept of marketing. According to new marketing philosophy, “a market should make what it can sell, instead of trying to sell what it has made”. In simple words the new marketing concept is customer centered. The customer creating, keeping and satisfying has become the primary objective of every marketer as this help the organization in achieving the aim of persistent growth by attracting more customers.  In order to achieve larger market area a new concept of marking is also introduced known as “Green Marketing”. Green marketing focus on producing eco-friendly product that are pollutant free and safe from ill hazardous effect and because of such trades it has become one of the most popular types of marketing from early 1990s to till date. Green marketing approach has become successful in attracting a lot of customers from various segments of society. This paper tries to explain the new innovative marketing concept known as Green marketing. Moreover, paper also tries to highlight the opportunities and challenges that are associated with Green marketing in current scenario.

Cite this Article

Jatinder Kaur, Meenu Gupta. Green Marketing: An Innovative Marketing Tool. E-Commerce for Future and Trends. 2019; 6(1): 26–30p.


Green marketing, green product, eco-friendly, pollutant free, opportunities and challenges

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