IRJMST Vol 15 Issue 1 [Year 2024] ISSN 2250 – 1959 (0nline) 2348 – 9367 (Print) International Research Journal of Management Science & Technology http://www.irjmst.com Page 19 GREEN MARKETING Dr. Kusuma M 1 and Dr. Asifulla A 2 1 Faculty, Bhadra Institute of Management studies & PG Center, Davangere. kusinagu120@gmail.com 2 Assistant Professor, Institute of management studies, Davangere University asifattar4@gmail.com Abstract The modern world has led consumers to become gradually concerned about the environment. Green marketing is a phenomenon that has become, for the most part, essential in modern markets and has emerged not only as a fundamental concept in India but also as an important strategy for facilitating sustainable development at a global level. Related literature has been reviewed in various articles and journals such as sage publication, Scopus, in addition to collecting data from E-Journals such as Research Gate, Elsevier and also the Digital Library of Universities, as well as data collected from Newspapers, Magazines, etc. This research paper provides insight into green marketing, the concept of green marketing sustainability and also helps to understand environmental issues and identifies the green values of consumers and producers and their level of awareness of environmental issues, green products and practices. Other than that, the discussion on promoting green business marketing methods also suggested that, if a business or organisation follows green marketing activities that will lead to cost-effectiveness. Keywords: Green marketing, sustainability, green marketing benefits, green promotion strategies, organisational and consumer welfares, environmental safety. Introduction Green Marketing refers to the promotion of an environmentally sound and beneficial product. Green products, eco-friendly products or green marketing have become an emerging theme of marketing research. People are focused on protecting the environment from the negative effects of product consumption, manufacturing and increasing waste by-products. And also refers to the practice of developing and advertising products based on their real or perceived environmental sustainability. It is also referred to as environmental marketing or eco-marketing. Where the green marketing activities of a company are not supported by significant investments or operational changes, they may be criticised for false or misleading advertising. This practice is sometimes referred to as greenwashing. It is also referred to as environmental marketing or eco-marketing, in other words, a means of marketing. With an environmental impact so that an organisation can promote its image by raising awareness of the need to protect the environment. Consumers are not sufficiently exposed to green product marketing communications and suggest greater use of marketing and brands to promote and sell products that are environmentally friendly and effective. The Indian market for greener products could be more exploited within consumer groups with pro-environmental values. (Dr. Shruti P Maheswari, 2014). Increasing awareness of the various environmental issues has led to a shift in the way consumers live their lives. There has been a shift in consumer attitudes towards a