Vol. 3, Issue 4 (2016)
Sustainable development via green marketing
Author(s): Rizwana khurshid
Abstract: In today’s hyper competitive marketplace, it has become a challenge for the organizations to maintain the customer base and even to keep the natural environment protected and that is the biggest need of the time. Consumers are growing conscious about the environmental issues, such as global warming and the impact of environmental pollution. They are becoming aware of the environmental impact of products and services and thus are demanding from the organizations to improve the environmental performance of its products and services and they even seek for sustainable development. The growing awareness of consumers regarding environmental issues and the responsibilities of humans toward promoting environmental friendly products has caused a shift even in the buying patterns of consumers. The evident changes in the environmental factors have made tap consumers to think seriously about the effects that their choice of products and services will have on environment. Organizations being part of this world cannot remain unaffected when the customers like to associate themselves with products and companies that are eco-friendly. In order to gain acceptance among customers organizations have to work towards going green. This can be achieved on many fronts and green marketing can play a significant role. Attuning the marketing of products on eco-friendly lines can help envisage the message of organizations in being environmentally responsible. The paper examines the impact of green business practices on the consumers spending patterns in view of their concern for the delicate ecological environment.