V2I9P2

A Study on Strategies of Green Marketing Adopted by Indian Marketers

Dr. Venkataiah Pasunoori^1*

Abstract

Green marketing is gaining traction among Indian firms, yet its implementation remains challenging. Factors such as high costs, consumer attitudes, and lack of collaborative efforts hinder the adoption of sustainable practices. Rapid industrialization and technological advancements present both opportunities and environmental threats. As consumers become increasingly eco-conscious, they demand ethical practices from businesses. Recognizing this, companies are shifting towards sustainable operations to enhance their corporate image and fulfil social responsibility obligations. This study, grounded in a review of existing literature and empirical research, aims to explore the significance of environmental marketing strategies in business practices. The findings reveal that Eco-Labelling effectively differentiates environmentally friendly products from conventional ones, influencing consumer perceptions and decisions.

Keywords:

Green Marketing, Marketing Strategies, Eco-Label, Sustainable Business, Environmental Responsibility