K.Sudhalakshmi and Dr.K.M.Chinnadorai
Concepts such as green marketing-environmental and social marketing have been proposed in marketing literature over time for acting to social responsibility of corporations. Green marketing which is known as sustainable marketing too is a process that is implemented today even in developing countries. Nowadays, many consumers are prepared to pay a higher price for the products which observe environmental standards for actual protection of the environment. The research shows that companies are redefining their marketing mix in the context of green to position their products in the changing scenario. The ideology of consumption, living to consume rather than consuming to live, prevalent in the mainstay of marketing and society has affected the marketing strategy. Thus, the global climatic conditions have led to the changes in production, marketing, and consumption behaviour in the form of aggressive conservation, recycling, and green product use.