A conceptual understanding of Green marketing in the Indian context
Marketing is one of the core areas of an organization and acknowledged as the revenue generating unit of the business. The concept of marketing has been evolved with time and moulded based on the external & internal driving forces. Society, environment & economy affect the dimension of the marketing orientation and direction. Initially, marketing adaptation was product-centric, then consumer-centric and finally the stakeholder becomes as a key focus. The 1980s onwards consumers become aware of the global scenario and environment and start seeking the origin of the product used in day-to-day life. Rising concern about the environment boost the cognitive attitude of the customers and create the market demand pressure for nature benevolent products. Organizations, firms measure this sentiment and design green product-develop the concept called green marketing. The green marketing concept is the combination of the green brand experience, green brand image, green trust and green satisfaction. Companies fabricate its green products’ attributes in a composite manner that delivers a pleasant green brand experience and gradually build up the trust. Generation Y & Z are reactive towards the welfare of their family as well as nature. So, green marketing has its own niche segment of consumers that is Gen-Y & Z. The concept of sustainable marketing is the inception of “Marketing 5.0”.