Green Marketing at ITC Limited

Abstract

Green marketing is a phenomenon which has developed particular important in the modern marketing era. While company adopting green marketing, at the same time there are a number of problems that must overcome. One of the main problems is that firms using green marketing must ensure that their activities are not misleading to consumers or industry and do not breach any of the regulations or laws dealing with environmental marketing. Eco- friendly manufacturing, eco-friendly packaging and recycling the waste generated in the process - all a part of Green Marketing - are the key strategies that companies are adopting to sustain in the changing scenario. This study aims to give information about the effect of green marketing on customers purchasing behaviors and also to evaluate the initiatives taken by the Indian Tobacco Company Limited in their core business.  This paper also focuses on green marketing mix and the strategies for success of Green Marketing.