~ 151 ~  Volume :2, Issue :4, 151-154 April 2015 www.allsubjectjournal.com e-ISSN: 2349-4182 p-ISSN: 2349-5979 Impact Factor: 3.762 Shilpi Pal M.Phil Scholar, School for Management Studies Babasaheb Bhimrao Ambedkar University (A Central University), Lucknow, India M.S.Khan Head/Coordinator -MBA & M.Phil Programme, Babasaheb Bhimrao Ambedkar University (A Central University), Lucknow, India Correspondence: Shilpi Pal M.Phil Scholar, School for Management Studies Babasaheb Bhimrao Ambedkar University (A Central University), Lucknow, India Green Advertising: An Effective Tool for Sustainable Communication Shilpi Pal, M.S.Khan Abstract Green Advertising is an essential tool in an era of globalization where “go green” is the natural phenomenon for the sustainable development along with environmental safety. Taking the opportunity of this trend many organizations are adopting green advertising strategy to grab the attention of consumers easily and in an effective way. Green Advertising is a process by which a company can advertise their product in terms of environmental preference and acceptance according to the safety of environment by highlighting their green features. Green advertising is a part of new marketing approaches which focus on re-marketing of existing product along with different approaches to provide substantially different perspective. Consumers prefer to have those products which are eco-friendly and help to make environment “clean” and “green” for the sustainable development. Consumers are aware that eco-friendly products are not just for environmental protection but also for healthy and fit lifestyle. This paper highlights the facts about the importance of green advertising and its benefit to the consumer. Green marketing is the tool for re-enter in the market in an innovative way with the help of modification of an existing product or packaging which is safe for the environment and acceptable by the consumers. Keywords: Green Advertising, Sustainable Development, Eco-friendly, Environment protection 1. Introduction Advertising is the process by which companies can introduce their products and services in front of consumer to gain their attention towards their products and services and to convey messages easily. With the demand of eco- friendly products and taken into consideration of environmental safety consumers are turning towards more on ecological products for the betterment of self as well as environment. Green advertising is done to target those particular groups who are conscious for themselves along with the environment where communicators are using the trend to spark consumer interest and drive sales. Green advertising is done like labels with green color schemes on the products, advertisement with the “natural claim” and print images of “natural” on products and advertisements must show environmental claim both intentionally and subliminally address the green movement which is generally refer to “green advertising”. Green Advertising is done generally for those products which are supposed to be environmentally preferable to others. Green advertising is a new way to attract consumers with the features of green communication for the sustainable development or sustainable communication as this will help in detailing those features which consumers are looking for and in demand. With the green communication only one can retain the consumer for the long period of time in today’s scenario where “Go Green” is a natural phenomenon. Green advertising helps in promotes those products and services that satisfy consumer’s needs that are quality, affordability, and availability without having any effect on the environment. A communicator whose commitment to green advertising must focus on two set of consumer needs that are- i. Customer requirement about the products that will help in maintain long time relationship with the consumers and able to convey message easily with the help of green advertisement. ii. Ensure of Environmental products that is companies must ensure of the products which will fit on customer requirement and the products are environmental friendly while consuming those products and services. International Journal of Multidisciplinary Research and Development