A STUDY OF THE GREEN MARKETING CONCEPT AND PRINCIPAL, A
SYSTEMATIC REVIEW OF LITERATURE
Mr. Yogesh Wagh
M.Com., M.Phil. MBA, NET.
Abstract
The green marketing principle and concept have been described as the concepts that are used by
organizations to promote environmental responsibility. With this principle and concept, a company
can showcase their commitment to sustainability in a variety of ways, including sponsoring an
environmental charity or donating money back to the environment. A systematic review of
literature was conducted. There were seven key questions which encompassed six areas of green
marketing: principal, history, theory development, ethical considerations and public response;
operational principles; applications/evidence base; persistence through time and space; ecological
impact/ecosystems. The current paper describes the green marketing concept and principal, a
systematic review of literature using the question and answer format.
Keywords: Green Marketing; Principle, Concept, Environmental Responsibility, Sustainability,
Review of Literature.
► Correspondence Author: Mr. Yogesh Wagh
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