One of the key issues is sustainable development in business environmentally. Many countries are concerned about environmental issues and supporting entrepreneurship. Continuous rise in education and increase in social and environmental awareness in the country has given importance to many good concepts like green marketing, environmentally friendly products, reusable packaging. Producers are continuously updating the packaging and product designs and processes to get customers’ acceptance in the market. Green marketing makes a novel impression fin the market and for those who desire to plan their products as eco-friendly and attract the large market segment of environmentally caring customers. Green marketing has played an important role in satisfying the needs and desires of the customers and keeping the company responsible in maintaining long-term social and environmental gains that they could earn through effective green marketing. Problems such as rapid population growth, scarcity, hunger, conflict, and urbanization damage the environment, causing its rapid deterioration and the destruction of environmental values. Green marketing focuses on the process of making products and services which are constructive for the environment and contribute towards sustainable development. Green marketing covers the widespread scope which includes modifications in manufacturing process to the marketing strategy of a business. Green marketing means production, promotion and distribution of products and services which are environment friendly in nature and protect the environment from its degradation. Green marketing is a modern concept, and it is adopted by companies and business firms due to its harmful effect on the environment. This research paper explains the concept of green marketing, evolution of green marketing, green marketing mix, and challenges of green marketing and explains the companies who are adopting green strategy in the market and explains the factors which can influence the green marketing.
