Green Marketing: Development of Construct and Its Evolution

摘要

Marketing as a discipline has evolved over a period of time where the traditional concept imparts that goods were produced to be sold to the customers and the modern marketing states that goods are produced according to the needs and demand of the customers. The current marketing management emphasises on satisfying the needs of the customers without any environmental degradation. This green concept is building over the last decade because of consumer concern, government regulations, environmental lobbies' pressure and social responsibilities of the corporates towards environment Also green marketing is offering a new competitive advantage to the companies who wish to target their green consumers. The current study aims to sketch out the concept of green marketing by discussing and analysing the existing knowledge of the definitions, themes, dimensions and their components so as to frame chronologically development of the same.