Document Type : Primary Research paper
M.Com., M.B.A.,M.Phil.,B.Ed., PGDCA.,Ph.D., Associate professor of Commerce & Research Supervisor, Periyar EVR College ( Autonomous), Thiruchirappalli– 620023, Tamil Nadu, India.
Part-Time Ph.D Research Scholar in Commerce, Periyar EVR College (Autonomous) Thiruchirappalli– 620023(Affiliated to Bharathidasan University) Tamil Nadu, India.
Over the past decades, environmental sustainability has raised at the top of the
international political agenda and has been recognized as a key driver of innovation. As a
result, the number of companies developing green products has been rapidly growing and
consumers have shown an increasing interest for these products. For this reason, deeply
understanding Green Marketing would foster, on the one hand, cleaner production
through the development of green products and, on the other hand, sustainable
consumption through the successful marketing of them. To this aim, this study reviews the
body of knowledge on the topic, through a systematic review of the literature. Specifically,
this paper analyze the dominant definitions of Green Marketing and their evolution over
time, the different steps to build a Green Marketing Strategy, and the characteristics of
Green Marketing Mix elements.