Green Marketing in Indian Retail Sector

There has been a growing awareness among consumers around the world about protection of the environment they live in, consumers, both individual and industrial, are favoring to buy environment-friendly products as they feel that green products are safe for use. This work has explored the consumers¿ attitude towards green products and retailers with green image and also gives a viewpoint of retailers towards green products and green marketing. This work also offers suggestions to retailers for becoming more green to have competitive advantage in the market.