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GO GREEN AND SAVE GREEN
(ISSUES FACED BY GREEN MARKETING)

TWINKLE K ANTONY(Research Scholar)
Hindusthan College Of Arts And Science, Coimbatore.
Email:twinklekantony@gmail.com

ASST. PROF. DR. N.PAKUTHARIVU
PG & Research Department of Management Studies
Hindusthan College Of Arts And Science, Coimbatore.
Email: npaku2000@yahoo.co.in

ABSTRACT:
Green Marketing incorporates greening products and greening firms. The increasing exposure of global market products and environmental issues like global warming, impact of environmental pollution in turn has raised the green sensitivity of consumers for being eco-friendly and green marketing oriented.. However in recent past green consumerism also has been gaining its lime light, Green consumerism has started playing a substance role in ushering corporate environmentalism and constructing business firms green marketing oriented.
“Green marketing is defined as "Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment." This definition incorporates much of the traditional components of the marketing definition that is "All activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants"
In recent years, concern about the environment has been highlighted in many areas of life. Our limited resources are damaged, the future of human life disturbs this planet, thus leaders and thinkers have tocreate a solution. The influence of green marketing tools have been analysed in this study, namely the eco-label, eco-brand and environmental advertisement.
Today Green marketing has become common worldwide, as environmental issues are globally noticed. The

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