Transitioning from Conventional to Sustainable Marketing- An Examination of Challenges in the Shift
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Abstract
In the last decade, both the United Nations and nations worldwide have underscored the significance of environmental protection, prompting the initiation of various remedial measures. Businesses, in response, have adopted environmentally friendly marketing strategies to gain a competitive edge and contribute to the global movement. Green marketing, as a sustainable business approach, has garnered considerable attention as a strategic tool. This paper utilizes a systematic and comprehensive literature review to explore the current practices, challenges, and potential future prospects of 'Green Marketing' in India.
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