Harshita Mathur & Nandini Arora, Christ (deemed to be university), Pune Lavasa
ABSTRACT
Green Marketing has developed great importance in the modern market. People nowadays are concerned more about the impact of products on environment. Consumers and Manufactures are now focusing more on environmentally friendly products that are presumed to be green like organic goods, recyclable paper, consuming low-power electrical appliances, etc. The concept of green marketing has helped for re-marketing and packaging of existing products so that they can be reused. This concept has not only helped in re-using products but has also given opportunities to companies to co-brand their products and introduce new products which are eco-friendly. With the evolution of green marketing, the concept of ‘Green Transportation’ has also come into the picture because transportation and the pollution caused by it is one of the substantial sources of pollution in urban areas and is one of the greatest environmental hazards. Thus, the aim of this research paper is to figure out how the concept of green marketing can have an impact on the transportation sector by modifying it in a way that it leads less emissions of greenhouse gases and other transport business related pollutants. This paper also mentions about green transportation in green supply chain management and how environmental risks may cause disruptions in the supply chain. The technological changes for implementing green marketing have also been discussed along with major recent trends like voyage optimization, electric vehicles, etc., This will be further followed by study of effect of green transportation and its effect on environment in near future.
Keywords: Green marketing, green transportation, environmentally friendly, Consumer, Manufacturer, lifestyle, companies.
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