• Dr. M.Saravanan Assistant professor, Department of International Business Sree Narayana Guru College, K.G.Chavadi, Coimbatore-641105
  • Mrs. Saraswathy.T.R Research scholar in Commerce Sree Narayana Guru College, K.G.Chavadi, Coimbatore-641105


Green Marketing, consumer, Environment, Global warming


In recent years, environmental issues and problems have risen due to mass production, environmental destructions and global warming. For these reasons consumers are changing their purchase preferences to environment friendly products. As society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society’s “New” concerns. Thus, green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes as well as modifying advertising. This study is mainly based on secondary data which has been collected from Internet and various books. On the basis of this study I conclude that, green marketing not only satisfy consumer needs, wants and desires but also it preserves and conserve the natural environment.


I. Amitabha Ghosh (2008) ‘Green Marketing Strategies’ ICFAI University Press, Hydrabad

II. Keller, Koshy Jha, Kotler, Marketing Management, 13th Edition, Pearson Prentice

III. Hall Publication.

IV. Kotler Philip Marketing Management, Analysis, 9th Edition, Prentice Hall India Publication

V. Martin Charter and Michael Jay Polanski (1999),’Green Marketing : A Global Perspective on Greening Marketing Practices’ Greenleaf Publishing House Ltd, Sheffield (UK)

VI. Narayan Lakshmi Vermuri & S.Dhinesh Babu (2008),’ Green Marketing- New Hopes and Challenges ‘Paper presented on Sept.15, 2008, at Mohamad Sathak Engg. College, Kilakarai.

Additional Files



How to Cite

Dr. M.Saravanan, & Mrs. Saraswathy.T.R. (2017). AN OVERVIEW ABOUT GREEN MARKETING. International Education and Research Journal (IERJ), 3(6). Retrieved from