GREEN MARKETING: A STEP TOWARDS SUSTAINABLE DEVELOPMENT

Surabi Dutta
Assistant Professor, Department of Economics, Women’s College,
Tinsukia, Assam, India

Abstract
The term “Green Marketing’’ has emerged as an important concept in the global economy to achieve a pollution free and safe natural environment and also as an important strategy for facilitating sustainable development. The producers and consumers both have to aware about this holistic marketing concept wherein the production, marketing, consumption and disposal of products and services happen in a manner that is less detrimental to the environment.  The main emphasis of the research article is to analyse the concept, need and importance of green marketing for sustainable development. It tries to explore why the consumer should prefer green products and how they can be made aware about the benefits of green products. The paper describes how the producers would be more competitive by adopting the green market strategy. The finding of the paper shows that it may appear to be expensive in the short run to shift to “green’’ but it definitely prove to be indispensable and advantageous , cost –wise too in the long run. The required data to understand the concept and importance of green marketing has been collected from different sources like journals, websites, books and news papers. The research article concludes that the adoption of the strategy of green marketing assumes even importance and relevance in developing countries in the world like India.

Key words: Environment, Green Marketing, Sustainability, Freedom of Choice

Introduction

Sustainable development stands for meeting the needs of present generations without jeopardizing the ability of future generations to meet their own needs. It offers a vision of progress that integrates immediate longer term objectives, local and global action and regard social, economic and environmental issues as inseparable and interdependent components of human progress. Sustainable development will not be brought about by policies only, it must be taken up society at large as a principle guiding the many choices each citizen makes every day, as well as the big political and economic decisions that have. This requires profound changes in thinking, in economic and social structures and in consumption and production pattern.

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