18 Bioinfo Publications Journal of Business Excellence ISSN: 0976–7711 & E-ISSN: 0976–772X, Vol. 2, Issue 1, 2011, PP-18-23 Available online at http://www.bioinfo.in/contents.php?id=54 GREEN MARKETING – EMERGING DIMENSIONS SANDEEP TIWARI 1,2 *, DURGESH MANI TRIPATHI 2 , UPASANA SRIVASTAVA 3 , YADAV P.K. 2 * 1 Manager AMBUJA Cement, Barielly, India 2 Department of Management Science, MJP Rohilkhand University, Barielly, India 3 Department of Management Science, N.M.College, Lucknow, India *Corresponding Author: Email- Received: November 26, 2011; Accepted: December 12, 2011 Abstract- The importance of Green Marketing can well be emphasised by stating the fact that majority of consumers in all the countries want to buy from environmentally responsible companies. Consumers say environmental consciousness is an important corporate priority – ranking behind good value, trustworthy, and cares about customers. Consumers expect green companies to engage in a broad set of actions, particularly reducing toxics, recycling and managing water. Many consumers prefer to spend more on green products, especially in developing economies. The worldwide emphasis on Green Marketing is primarily due to environmental concerns, climate change, water management issues, deforestation, etc. However the consumer is inclined towards green products but is still confused as regards labelling, certification and various green advertising. Moreover it is a challenge to buying green as selection spectrum is limited. Companies can connect with consumers by improving product selection and communications. The evolution of Green marketing over the period has lead to determine the essential and important marketing mix elements. What & why factors of Green Marketing have been explained in detail in the article. The detailed study of various components of Green Marketing helps in laying down the various opportunities and challenges that a Green Marketer faces. Recommendations to make Green marketing a success story have been elaborated by enumerating the simple rules to be followed. The conclusion focuses on various aspects of green behaviour, sustainability and other measures for Green marketing to gain foothold for the betterment of the society at large. Green Marketing–Emerging Dimensions Many people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics. Generally terms like Phosphate Free, Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly are some of the things consumers most often associate with green marketing. In general green marketing is a much broader concept, one that can be applied to consumer goods, industrial goods and even services. According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Other similar terms used are Environmental Marketing and Ecological Marketing. Green marketing, also termed ecological marketing (Fisk 1974), and environmental marketing (Coddington 1993), is an integral constituent of the holistic marketing concept. Green Marketing refers to holistic marketing concept wherein the production, marketing consumption and disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, non-biodegradable solid waste, harmful impact of pollutants, etc. Both marketers and consumers are becoming increasingly sensitive to the need for switch in to green products and services. The holistic marketing concept advocates the philosophy that businesses must develop products and marketing strategies that not only address the needs of the consumers but also safeguard the long-term interests of those consumers as well as those of society at large [7]. Business organizations are often accused of making products and packaging as well as using manufacturing processes that damage the environment. The green movement holds that it is a part of the responsibility of business organizations to ensure that they conduct their activities such that they do minimum harm to the environment. While the shift to "green" may appear to be expensive in the short term, it will definitely prove to be indispensable and advantageous, cost-wise too, in the long run. Green marketing was given prominence in the late 1980s and 1990s after the proceedings of the first workshop on Ecological marketing held in Austin, Texas (US), in 1975. Many organizations want to turn green, as an increasing number of consumers' ant to associate themselves with environmental-friendly products. Green marketing is defined as "Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants