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Eco-Friendly Culpabilities of Modern Corporates on Ecological Marketing: An Overview
Abstract
Modern marketing is consumer-oriented. However, very often, for immediate gains, many corporates surpass the ecological value. Gradually, the importance of ecology is grasped among the corporates in the modern marketing environment. This gave a birth to green marketing which is safe to the consumers and highly profitable to the corporates simultaneously. Thus, a systematic investigation into the emerging phenomena of ecological marketing and the modern corporates' responsibility becomes the need of the hour universally. In this context, the objectives of this study are to present a detailed conceptual framework of Green marketing and its impact on environment, to highlight the Green Marketing initiatives undertaken by the selected modern corporates, encompassing some prominent banking companies, to analyze the benefits accruing out of the eco-friendly responsibilities shouldered by the corporates, and to suggest measures to the corporates to perform better in the context of sustainable marketing.
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