This paper aims to present the real purpose of green marketing as well as the trend and current practices of green practice. This research is based on the secondary data collected from different sources. Furthermore, the benefit and challenges of green marketing along with various strategies related to green marketing,are also illustrated through this paper. Research has given good insights for marketers of the green products and suggests the need of designing the marketing communication campaigns promoting green products due to high green value among the consumers. Results reveal the view that overall green values, awareness about green products and practices, and the perception regarding the seriousness of marketing companies towards green marketing had a positive significant impact on consumer persuasion to buy and prefer green products over conventional products. |
