GREEN MARKETING INITIATIVES ADOPTED BY INDIAN FIRMS.

Abstract

In the contemporary era of globalization, industrial expansion has become an emblem of economic development, as it has increased the desires and needs of the populace. However, this has led to the depletion of natural resources and the degradation of the environment, thereby upsetting the ecological equilibrium. The preservation of the environment and the maintenance of an ecologically balanced system have emerged as contemporary imperatives. Thus, there is a rapid increase in global concern regarding environmental protection. As a result of shifting global climatic conditions, the ideology of production and consumption has evolved, and businesses now place a greater emphasis on green products, green conservation, and cost efficiency. At present, corporations are reorienting their marketing strategies towards sustainability in order to establish themselves as environmentally conscious or secure organizations. This has led to the emergence of a new category of business known as "green business." This paper provides an analysis of the diverse initiatives implemented by specific companies to advance the green marketing revolution. Its conclusion asserts that green marketing will continue to experience consistent growth in both implementation and demand. In addition, the obstacles encountered by Indian companies when attempting to implement efficient green marketing strategies are analyzed. High initial costs, limited consumer awareness, inadequate infrastructure for recycling and waste management, and the requirement for a supportive regulatory framework are some of these obstacles. Nevertheless, Indian corporations are proactively engaging in partnerships with various stakeholders—including governmental entities, non-governmental organizations, and industry associations—in order to surmount these challenges and cultivate an environment that prioritizes environmental sustainability. Incorporating environmentally sustainable products and activities into a company's marketing strategy is crucial, and green marketing serves as an effective means to demonstrate a brand's commitment to environmental conservation.