| Nowadays, environmentalism has become a prominent topic in business processes. Initially from the procurement of materials till the delivery of the products to its ultimate consumers comes under this concept. Corporate as well as the consumers are well aware and concerned about the production and utilization of ecologically compatible products. There is a growing demand for products that are safer and minimize the harmful impact on our planet. The study of Green marketing reflects an interest in becoming more aware of ecological and sustainability issues and consistently working to achieve higher levels of sustainability. Sustainability initiatives are being developed to address a host of situations in which efforts are focused on current development without repercussions for future generations (Dahlstorm, p. 6-7). This paper focuses on the consumers' as well as the company's' attitude towards green marketing. The paper identifies the green initiatives undertaken by the company's and the various associated advantages and challenges. |