This review-based article aims to provide knowledge about green marketing by critically examining key aspects such as green marketing and products, problems and challenges reported in the literature, consumer perspectives, factors influencing adoption, benefits, valuable suggestions, and selected organizational practices. Further, it says the green financing activities boost the functions of green business. Most of the contents of this article reflect the Indian firms' reflection. Higher costs, limited access to green technologies, limited incentives, low environmental awareness, resistance to change, and lack of consumer trust in green claims are the few challenges companies face while launching green products. From the consumers' points of view, environmental concern, price concern, product efficacy, brand image, available and accessible products, and education and awareness are the few factors influencing the consumers' behavior. As far as the factors influencing the promotion of green products are concerned, the key elements such as environmental consciousness, product price, quality, availability, affordability, demographic and psychographic profiles, media exposure, green trust, and positive attitude collectively serve as drivers of green marketing activities. In order to strengthen the green marketing activities, the following are a few suggestions recommended: The following suggestions are recommended to strengthen green marketing activities: Environmental Studies, encouraging the sale of green products, targeting larger shops as well as smaller ones, imitating companies that actively promote green practices, being aware of the Environment Protection Act of 1986, promoting green behavior, implementing green finance operations, and establishing a Green Award.
Antony Dhason (Wed,) studied this question.