Journal Press India®

The Role of Green Marketing Initiatives in Achieving Sustainable Development in Indian Economy

Vol 7 , Issue 2 , July - December 2020 | Pages: 105-127 | Perspective  

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Author Details ( * ) denotes Corresponding author

1. * Neeru Kapoor, Associate Professor, Department of Commerce, Delhi University, New Delhi , Delhi, India (

Green Marketing also, known as Ecological Marketing or Sustainable Marketing is playing an important role in ensuring the sustainable development of the Indian economy. Sustainability which was once a vision of the future shared by some of the environmentally conscious people, is now picking up momentum all across the world. The publication of the Brundtland Report (1987) added to this and brought the issue into the mainstream discussion. The current study looks into the aspects of ‘going green’ as adopted by the various developing nations and their observations with regard to it. The paper highlights the green initiatives being undertaken by various sectors in the India economy to ensure sustainable development for the nation. An effort has also been made to list the various challenges being faced by the corporate sector while incorporating green initiatives. Some principles and strategies have been suggested to effectively implement the green marketing practices for ensuring sustainable development.


Ecological Marketing; Go-green Initiative; Green Marketing; Sustainable Marketing; Sustainable Development.

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