A Study on Green Marketing Concept-Emergence to Contemporary Transition for Moderating Climate Change and Environmental Pollution

Climate data for the year 2013 implies global warming and climate change is happening and will lead to food scarcity, water scarcity, health related problems and rise in sea water level in coastal areas globally. It is imperative to adopt eco-friendly practices in marketing and business to evade climate change related disasters. This paper traces green marketing concept and practices from 20th century to till date throwing light on this area. Green Marketing started with modification to communication process alone, moved to modification in production process, then to differentiating factor for competitive advantage and evolving every day. Tracing of green marketing concept from the period when it emerged to present day scenario will give scope and direction for further research to researchers, companies and provide a base to take up studies for developing green marketing strategies successfully for different product categories reducing environmental and climate change related calamities