IRJMST Vol 5 Issue 10 [Year 2014] ISSN 2250 – 1959 (0nline) 2348 – 9367 (Print) International Research Journal of Management Science & Technology http://www.irjmst.com Page 64 INTRODUCTION TO GREEN MARKETING AUTHOR: PARUL YADAV ASSISTANT PROFESSOR- ADHOC RAMANUJAN COLLEGE UNIVERSITY OF DELHI CO-AUTHOR: ANKIT SINGH UNIVERSITY OF DELHI ABSTRACT In recent years, owing to the enormous amount of environmental pollution , more and more companies are willing to accept the environmental responsibility. In turn, green marketing becomes more important for some kinds of products, such as information and electronics products. Because of more popular environmentalism in the world, the sales of green products have dramatically increased nowadays, and, therefore, more consumers are willing to pay higher price for green products. This paper aims to identify the activities which constitute green marketing and recent trends that have emerged in green marketing. INTRODUCTION Today green marketing also known as sustainable marketing, environmental marketing or ecological marketing has incorporated a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. According to the American Marketing Association (AMA), Green Marketing can be defined in three different ways: First, Green marketing is the marketing of products that are presumed to be environmentally safe (Retailing Definition). Second, Green Marketing is the development and marketing of products designed to minimize negative effects on the physical environment or to improve its quality (Social Marketing Definition).Third, Green Marketing is the efforts by organizations to produce, promote, package, and reclaim products in a manner that it is sensitive or responsive to ecological concerns (Environmental Definition). Reasons for companies to develop Green Marketing Green marketing is part of a successful marketing strategy that allows organisations, the opportunity for: a) Differentiation - creating a solid point of difference between themselves and the competition - in much the same way you can for price, quality, cost or convenience. b) Reaching niches - Appealing to new audiences and markets based on real insights. c) Innovation - it becomes a source for exploring new opportunities, developing programmes, products, propositions and communications that can be very successful in their own right. d) Risk minimisation - even at the most basic level, green marketing is an approach for being aware of the issues and concerns in the marketplace and keeping up with good practices to be a good corporate citizen, reducing risks around negative sentiments from any stakeholders.