01082pab a2200133 454500008004000000100001900040245004000059260000900099300001300108362000800121520075500129650001600884773004800900180718b2001   xxu||||| |||| 00| 0 eng d  aAgrawal, Richa  aGreen marketing: an emerging trends  c2001  ap.111-16  aApr  aEnvironmentalism has become a worldwide force and has gained broad public support.  The growing environmental concern has forced many consumers to analyse their buying and consumption behaviour.  Business and specially marketing is under pressure from society to make and provide those goods and services which do not pollute the environment and help in sustaining the ecological balance.  Responding to this pressure the concept of green marketing has emerged in the last few years.  The paper attempts to present a comprehensive picture of green marketing and also seeks to analyse if green marketing is just a gimmick to gain consumers' sympathy or is in fact an answer to the growing consumer concerns for their physical environment. - Reproduced  aEnvironment  aPrestige Journal of Management and Research