A Study of Evolution and Practice of Green Marketing by Various Companies in India

Generally marketers don’t talk about ethics too much. Marketers can often drive human desires and behaviors, getting people to buy things that they may or may not need, making them feel better or worse about them in the process. Marketing being an inevitable function of an organization it should ideally hold the balance between economic and social goals. Most of us would agree that it is ethics in practice that makes sense; just having it carefully drafted and redrafted in books may not serve the purpose. Ethical issues in marketing are an important consideration for a modern business. Marketing is the heart of all businesses and all other functions depend upon the same for keeping the business moving. It is one business function that interacts the most with markets, in fact markets are meant to sell and they exist only when they sell. So it is very important to analyze the practice of ethics in marketing area by various companies. In this research paper we have analyzed that how ethics is evolved over the few years. To cater with problems of principles, ethics & moral dilemmas, marketing needs to have a broader perspective to serve the society & environment which is being executed by various companies by embracing the new concept of “Green Marketing”