Environmental Green Concept: A Perspective

Abstract

Today technological, legal and cultural environment is experiencing a change around the world. India after the liberalization era of 1991 has been on the roads of development with the opening of doors of many multinational companies. This development has raised the standards of living of the Indian middle class but this development has brought many challenges for the economy through principle of sustainable development. The sustainable development is a development approach that aims to meet the needs of the present without compromising the ability of future generations to meet their own needs. This balances economic growth, social inclusion, and environmental protection to create a more equitable and resilient world. So, every organization is integrating sustainability with economic development, environmental protection and corporate social responsibility(CSR). Hence in present world the concept of green technologies, green marketing and green (CSR) is required in business environment. This paper aims to study the concept and importance of green marketing and its requirement for human beings and the steps taken to preserve the environment for future generations. The concept of green marketing is based on basic principle of economics i.e. maximum utilization with minimum resources as the needs and aspirations of humans are very high but the availability of resources is limted. So Green marketing helps the organizations to use scarce and available resources in an efficient and effective way to achieve organization goals and needs of the society.