01133pab a2200157 454500 180718b2001 xxu||||| |||| 00| 0 eng d Agrawal, Richa Green marketing: an emerging trends 2001 p.111-16 Apr Environmentalism 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 Environment Prestige Journal of Management and Research 49874 49874 49874 0 0 0 0 IIPA IIPA 2018-07-19 Volume no: 5, Issue no: 1 AR50302 2018-07-19 2018-07-19 AR