There is a gradual and steady growth observed among consumers all over the world regarding protection of environment and depletion of natural resources, which have led to changes in consumption pattern among them. This has led to the addition of green marketing notion as a third dimension in the...

Green Marketing has fast emerged as a worldwide phenomenon around the world. As a result, many firms have risen to the occasion and started responding to environmental challenges by practicing green marketing strategies. Green consumerism has played a catalytic role in making business firms...

With the increase in the level of consumer awareness towards green products, “Green Marketing” has started gaining importance since 1970s but getting further momentum since last two decades. Many companies have added and/or modified their products and process in order to position themselves...