Green marketing involves promoting environmentally friendly products to minimize negative environmental impacts. It aims to satisfy consumer needs using limited resources sustainably. The term emerged in the late 1980s as ecological concerns grew. Marketers have power to design cleaner products and restore the environment. Green marketing is important because resources are limited but demands are unlimited. It allows companies to use resources efficiently while satisfying customers and achieving profits. Major companies now use green strategies like modifying the 4 Ps of marketing. Green marketing benefits firms through customer satisfaction, social acceptance, and cost savings while improving the environment.

2. GREEN MARKETING BY M.UMAIR YOUNUS