In the modern times, most companies have begun to feel the need for green marketing marketing of products that are presumed to be environmentally safe. It requires a slight manipulation in the existing four Psproduct, price, place, and promotion of marketing in addition to a careful understanding of the public policies. This article outlines the increasing scope of green marketing and defines the concept as such.

There is a growing interest among the consumers all over the world regarding saving the environment and this is influencing the corporate world. Even though environmental issues affect almost all the activities of human life, very less academic attention has been paid to address them. Businesses are now waking up to modify their behavior in order to address some of the environmental concerns faced by the consumers today. Marketing has given a great deal of attention to the environmental issues over the last decade or so. Some of the terms like "Green Marketing,", "Ecological Marketing," and "Environmental Marketing" have cropped up in the marketing literature in recent times. These three terms are used synonymously in the marketing literature.

The American Marketing Association defines Green Marketing as "the marketing of products that are presumed to be environmentally safe for the consumers." It includes a wide range of activities, viz., product modification, changes in the production processes, modification of the advertising messages, changes in the packaging of products, etc. Queensland Government EPA defines Green Marketing" as one that involves developing and promoting products and services, which the customer desires, for quality, performance, affordability, and convenience, without having a detrimental effect on the environment.

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