Vol. 3, Issue 3, Part N (2017)

Abstract
Green marketing means marketing of the products which are environment friendly. Green marketing is a modern concept it is developed due to harmful effect on environment. Green marketing is necessary because if the increasing environment problems all over the world. India is developing country and in India too green marketing captures the attention of all. The main aim of the paper is find out the purpose and challenges of green marketing. This paper used descriptive research design and secondary method of data collection. Results shows that purpose of emergence of green marketing are government and competitive pressure, social responsibility, consumers needs, environment protection, long run survival etc. Challenges of the green marketing are high cost, less consumer awareness, price sensitive customers, less trust etc. The conclusion in the study is green marketing is a modern concept. Green marketing needs high efforts from all the side because in India green marketing is on initial phase, but green marketing is necessary for the clean environment to the future generation.