Green Marketing-Demonstrating a Strong Commitment to the Environment

Environmental sustainability is not simply a matter of compliance or risk management. Business is increasingly recognizing the many competitive advantages and business opportunities to be gained from eco-sustainability and green marketing. There is a growing concern for environmental conservation all over the globe. Environmental issues influence all human activities. The new challenges we face are environmental degradation. We have to continue to improve our growth rate, provide basic minimum life support services to a large section of our population and deal with the problems of poverty and unemployment. When household incomes increase, the demand for environmental services ("green" products and services such as organic foods, environmentally friendly packaging, environmentally friendly production and distribution processes) increases faster than the demand for agricultural commodities. As a result, environmental management plays a larger role in the food industry. By keeping in view the emergence of green marketing, this paper is an attempt to address some issues related to the impact of green marketing, role of green marketing in environmental business, the future and benefits of green marketing, and four P's for green marketers with the help of few cases like Wal-Mart, Philips, Car sharing services and HP.