The term green marketing was coined somewhere in between 1980’s and 1990’s. Green marketing which is also known as ecological marketing and sustainable marketing is broadly defined as organizations’ efforts to produce and promote products that are environment friendly.
The green products are considered to be environmentally safe or are produced and packed in an environment friendly manner. The growing concern among the people for a safe environment and increasing demand for environment friendly products are driving the companies to turn to produce green products and engage in green marketing initiatives. Green marketing in contrast to traditional marketing helps the brands to acquire more of the market share by catering to the needs of the people to choose products that are safe to environment