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Dr. Jessy George ; R. Jith (2017)

Green Marketing must satisfy two objectives Improved Environmental Quality and Customer Satisfaction. Although no consumer product has a zero impact on the environment, in business, the terms "green product" and "environmental product" are used commonly to describe those that strive to protect or enhance the natural environment by conserving energy and/or resources and reducing or eliminating use of toxic agents, pollution, and waste. The present study has made an attempt to describe why the firms are more concerned about going green & the present scenario of green marketing in global arena and concludes that green marketing or going green concept is something that will continuously grow and nurture because of the hour demand.
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