Green marketing is a new phenomenon which has developed in the global market and has become an important concept in India and other countries. During recent times consumers prefer more environmental friendly products over traditional products and their opinion and preferences has been changed towards the green products because of environmental issues. Green marketing means production, promotion and distribution of products and services which are environment friendly in nature and protect the environment from its degradation. Green marketing is a modern concept and it is adopted by companies and business firms due to harmful effect on the environment. This research paper explains the concept of green marketing, evolution of green marketing, green marketing mix, and challenges of green marketing and also explains the companies who are adopting green strategy in the market and also explains the factors which can influence the green marketing. This research paper is descriptive in nature and based on secondary sources which are collected from different sources such as books, websites, articles and research paper.

Green Marketing, Evolution of Green Marketing, Green Marketing Mix, Green Strategy