The Comparative study on the Green Marketing and the Digital Eco Marketing in India: Opportunities and Challenges

Green marketing is a phenomenon which has developed particular importance in the modern market. This
concept has enabled for the re-marketing and packaging of existing products which already adhere to such
guidelines. We all know what actually green marketing is, but in recent trends “Digital Eco Marketing” has
emerged as an important concept in India as in other parts of the developing and developed countries. It is
a new revolution in India in late 1990’s. There is a radical change in consumer preferences and life styles.
There has been a change in consumer’s attitude towards a Digital Eco lifestyle. Additionally, the
development of green marketing has opened the door of opportunity for companies to co-brand their
products into separate line, lauding the green-friendliness of some while ignoring that of others. Such
marketing techniques will be explained as a direct result of movement in the minds of the consumer
market. This paper discusses how businesses have increased their rate of targeting green consumers and
how digitalization has impacted green marketing India and other counties. The paper also examines the
present trends of green marketing in India and will also discuss the concept of “Digital Eco Marketing”
describes the reason why companies are adopting it and future of green marketing and concludes that
though their initiatives are different but goals are similar.

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The authors declare no conflict of interest.

Not applicable

The datasets used in this study are openly available at [repository link] and the source code is available on GitHub at [GitHub link].

This work did not receive any external funding.