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Driving Sustainability Through Green Marketing- An Indian Perspective

Rimpjeet Kaur, Asst. Prof. in Commerce, Guru Nanak College, Sri Muktsar Sahib, Punjab

Abstract

Daily life is increasingly shaped by concepts like the green revolution, environmental protection, sustainable lifestyles, and safeguarding our planet. In this global context, corporations are integrating green marketing into their strategies, using environmental claims not just about product attributes, but also about their manufacturing policies and processes. This movement aligns with the growing number of consumers who seek eco-friendly products and value social responsibility among organizations. Businesses now recognize that green marketing is a key contributor to sustainable development, prompting many to pivot toward sustainable business practices. This paper introduces the core terminologies and concepts of green marketing, linking them with broader sustainable practices. It explores how integrating environmentally conscious strategies—such as eco-friendly product design, sustainable packaging, and responsible resource management—not only addresses consumer demand but also drives corporate initiatives toward collective environmental well-being. The discussion illustrates why green marketing is essential for sustainable development and analyses both the challenges and the most recent green marketing practices within India, highlighting the necessity of authentic sustainability in both business operations and consumer engagement.

Keywords: - Green Marketing, Sustainable Development, Social Responsibility