Green marketing and sustainable development- challenges and opportunities

The modern era emerges as challenging era due to the Globalization effects. There is no denying that present era is competitive era there everyone want to get more profit at any cost and the result in front of us as natural hazard, global warming , environment pollution and human health. All these facts has become a challenge and burning issue In the modern era of globalization, so to keep the customers as well as consumers in fold and even keep our natural environment safe and that is the biggest need of the time. Consumers are also aware of the environmental issues like; global warming and the impact of environmental pollution and ready to pay additional amount for natural products which will be reduced adverse effect on environment and human health.. Green marketing is a phenomenon which has developed particular important in the modern market and has emerged not only as an important concept in India as well as at global level; and is seen as an important strategy of facilitating sustainable development. In this research paper, main focus has been made over concept, need and importance of green marketing. Data has to be collected from multiple sources of evidence, in addition to books, journals, websites, and news papers. It explores the main issues in adoption of green marketing practices. The paper describes the current Scenario of Indian market explores the challenges and opportunities businesses have with green marketing. Why companies are adopting it and future of green marketing and concludes that green marketing is something that will continuously grow in both practice and demand.