SUSTAINABLE DEVELOPMENT THROUGH GREEN MARKETING: A REVIEW

Authors

  • Prof. Iqbal Ahmed Hakim, Shabina Shafi

Abstract

In the modern times of globalization, the biggest need of the time is to maintain the customer base as well as keep the natural environment safe. Consumers are conscious of the current environmental issues, such as global warming and the effect of environmental pollution. Because of the challenges posed by various environmental issues nations and people these days have a high concern for environmental protection and a new concept of business has emerged as the “Green Business”. The industries which claim that their products are environmentally safe as termed as “green Industries”, the marketing philosophy that they follow is termed as “green marketing” and the products that they produce are termed as “green products”. Thus, green marketing has emerged as an important concept in various parts of both developed as well as developing nations and is seen as a prime strategy for facilitating the sustainable development. USA National Policy Act (1969) has defined sustainability as: “To create and maintain conditions under which humans and nature can exist in perfect harmony, and fulfill social, economic and other requirements of present and future generations”. Sustainable development is that development which focuses at sustainable consumption and sustainable economic growth and which strives to protect the environment. The paper is an attempt to highlight the implications of green business practices on the consumer’s buying practices in view of their concern or no concern for the fragile ecological environment. It shall highlight the prevailing scenario of such practices world-over in general and India in particular. The paper examines the impact of green marketing on the sustainable development of the nation states from the perspective of business. In view of the review made in the paper, recommendations are made and policy implications have been drawn regarding the cognitive, affective and behavioral aspects of green marketing and green business practices from the perspective of sustainable development.

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Published

2021-03-01

How to Cite

Prof. Iqbal Ahmed Hakim, Shabina Shafi. (2021). SUSTAINABLE DEVELOPMENT THROUGH GREEN MARKETING: A REVIEW. International Journal of Modern Agriculture, 10(1), 439-443. Retrieved from http://modern-journals.com/index.php/ijma/article/view/596

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