Green Code – Need of Hour

The biggest challenge in front of all of us is our environment and to keep our environment healthy is the responsibility of all like the government, business houses, philanthropists, social activist and many more. Many environment polluting factors are hazardous and are affecting our present generation as well as future generation. This is the need of the hour that all of us must be aware of all the environment issues like global warming, environmental pollution, hazardous effect of poisonous gas emissions affecting our green belt of society. In such a situation, the concept of green marketing has emerged as a blessing for all the countries which are facing the problem of sustainable development. This research paper highlights the need and significance of green marketing in the context of developing countries like India. Data have been collected from multiple sources of evidence to understand the importance of green and sustainability management, in addition to books, journals, website and news papers. The paper aims at how the actual implementation of green marketing approach helps the business organisations to satisfy their customers without affecting the environment and how these companies gain an extra competitive edge over others. It also explores the main issues in adoption of green marketing practices and keeps the environment safe and healthy.