The paper is based on the emerging opportunities and challenges in green marketing. Through this will be able to identify the threats which the market is facing now and can introduce eco-friendly products in to the market. | Green marketing INTERNATIONAL JOURNAL OF MANAGEMENT IJM ISSN 0976-6502 Print ISSN 0976-6510 Online IJM Volume 7 Issue 2 February 2016 pp. 46-51 http ijm IAEME Journal Impact Factor 2016 Calculated by GISI GREEN MARKETING Twinkle K Antony Research Scholar Hindusthan College of Arts and Science Coimbatore. Tamilnadu Dr. N. Pakutharivu Assistant Professor PG amp Research Department of Management Studies Hindusthan College of Arts and Science Coimbatore Tamilnadu 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. However this is not widespread and is still evolving. Organizations and business however have seen this change in consumer attitudes and are trying to gain an edge in the competitive market by exploiting the potential in the green market a modification changes to the production process packaging changes as well as modifying advertising. Green marketing is defined as quot 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. quot This definition incorporates much of the traditional components of the marketing definition that is quot All activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants quot Today Green marketing has become common worldwide as environmental issues are
