Green marketing – A blessing for future generation

In this era where the customer is the king the pressure on the corporate houses is to keep their clients happy as well as keeping the natural environment safe and that is the biggest need of the time. Keeping Environment safe and secure for the present generation as well as future generations is the current agenda in today's policy of government, business houses, philanthropists, social activist and many more. Today's customers are aware of all the environment issues like global warming, environmental pollution, hazardous effect of poisonous gases emissions affecting our green belt of society. In such a situation the concept of Green marketing has emerge 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 has 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 organizations 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 keep the environment safe and healthy. This paper will attempt 1) to understand the concept of green marketing; 2) significance of going green 3) why do corporate take green marketing philosophy; and 4) hurdles with green marketing.