Green marketing affects positively the health of people and the ecological environment. People are aware of pure products and pure methods of producing, using and disposing the products. It encourages integrated efforts for purity in production and consumption as well. The keyword refers to the practice of developing and advertising products based on their real or perceived environmental sustainability. When the green marketing activities of a company are not substantiated by significant investments or operational changes, they may be criticised for false or misleading advertising. Companies that use these facilities are those that highlight the environmental benefits of their products or services. Among the companies that are known for the best examples of green marketing are Patagonia, Starbucks, Nike, IKEA, and Timberland. It is a relatively new concept. Not all customers may be aware of it. When businesses go green, they can encourage their consumers to go green as well. Additionally, businesses can engage their customers through green marketing initiates.

Rohit Senan C

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