Green Marketing: a Comparative Analysis of the Emerging Sustainable Marketing Paradigm and Its Strategic Impact on Indian Industry

Author(s)	Prof. Dr. Sangram Ranjeet Singh Raghuvanshi, Dr. Manish Vinod Agrawal
Country	India
Abstract	Green marketing has emerged as an important business strategy in response to increasing environmental concerns, changing consumer preferences, and the growing emphasis on sustainable development. Unlike traditional marketing, which primarily focuses on sales and profitability, green marketing integrates environmental responsibility into product development, pricing, promotion, distribution, and post-consumption practices. This study examines the evolution of green marketing as a sustainable marketing paradigm and compares it with traditional marketing in the context of Indian industry. The research is conceptual and descriptive in nature and is based on secondary data collected from research articles, government reports, policy documents, and institutional publications. The study identifies major drivers of green marketing, including environmental awareness, government regulations, ESG initiatives, Mission LiFE, and technological advancements.
Keywords	Green Marketing, Sustainable Marketing, Indian Industry, ESG, Green Consumer Behaviour, Greenwashing, Circular Economy, Mission LiFE.
Field	Business Administration
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-09-22

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International Journal For Multidisciplinary Research