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GREEN MARKETING AND ITS IMPLEMENTATION IN INDIA: AN EXPLORATORY RESEARCH

ABSTRACT: An era of rapid globalization and growing concern for environmental protection, green marketing is a global issue affecting every individual and industry in all the nations. Companies are constantly trying to find the best ways to reach the customers with their green message. Green Marketing is playing a significant role in developing and developed Nations across the World. These things pave a path to understand its significance in corporate World. The study has considered few selected companies in India as its sample namely HCL, LG India and Wipro Infotech for better describing the various initiatives introduced by them for promoting green marketing and tried to explain the reasons behind them. Case study approach is used by the study to explore different benefits they have been enjoying by the adoption of Green Marketing principles. The most interesting findings are that LG has established its USP in producing 40% less energy consuming than other conventional products. Further, it is observed that HCL has recently produced HCLME 40Notebooks that gave a reward from Bureau of Energy Efficiency, while Wipro Infotech has started developing eco-friendly computer peripherals too. As the paper focus on companies under IT Industry, it can further be extended to other Industries for better understanding of its benefits.

Keywords: Green Marketing, Green message, Case Study

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About the Author


Sk. Rubeena

Assistant Professor,Department of Business Administration,PACE Institute of technology & Sciences (Affiliated to JNTUK),Accredited by NAAC With 'A' Grade, Vallur, Ongole,Prakasam District, Andhra Pradesh


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