Shades of green marketing strategies in consumer’s minds

The development of green marketing has opened the door of opportunity for companies to co-brand their products into separate line. Green marketing not only has the potential to boost brand esteem and win greater customer loyalty; if applied to the marketing process itself, it can save money and add “green” to the company’s bottom line. This paper discusses how businesses have increased their rate of targeting green consumers, those who are concerned about the environment and allow it to affect their purchasing decisions. The paper identifies the challenges which the Green marketers are facing and strategies which they need to adopt to sell their green products by differentiating them from others along with the present trends of green marketing in India and reason why companies are adopting it.