Abstract:
Environment friendly, so called green marketing become a burning subject in
recent years. Organizations are constantly trying to find the best ways to attract
their customers with some valuable green messages. Customers also become
more concern on this issue because of the serious changes going to happen to
our future generations. But increasing awareness regarding existing and potential
environmental issues have made the companies embrace sustainability and green
marketing practices. Green marketing includes an extensive range of activities
including – product /process modification, packaging modification, sustainable
logistics, modification of advertising etc in a manner that is more favorable to the
environment. This paper explains the way for achieving sustainable development
though green marketing. This review process has used more than 70 research papers
which are relevant to reviewed concepts. Findings of the review suggest that there
are positive relationships among the green marketing and economic performance,
green marketing and social performance and green marketing and environmental
performance. Overall findings of the review suggest that green marketing has
power to creates organizational sustainability by equally contributes to economic,
social and environmental performance. On the other hand, this paper will explain
the green marketing as part of sustainability, as it will enrich the database of the
literature regarding the sustainability and green marketing.
