Vol. 1, Issue 10, Part H (2015)

Abstract
Green marketing is environment friendly, sustainable and socially responsible. Green marketing covers the overall brand of marketing activities undertaken by companies in a manner that they promote manufacture of products which have a positive impact on environment or alternatively reduce negative impact on the environment. Today green marketing is a vital component of marketing research which began due to increasing media exposure and pressure on firms to present eco-friendly behaviour. The growth in green marketing over the years has been promoted by adoption of product packaging and presenting to the public these improvements. This paper examines the present trends of green marketing in India, describes the reason why companies are adopting it, future of green marketing and concludes that green marketing is something that will continuously grow in both practice and demand.