"It was a wonderful experience interacting with you and appreciate the way you have planned and executed the whole publication process within the agreed timelines.”
Subrat SaurabhAuthor of Kuch Woh Pal
Last few years has seen great human tragedy due to pandamic catastophe. Humankind has now realized the seriousness of environmental concerns and rising environmental challenges during Covid 19. This has led to green purchase behavior, with many consumers purchasing green brands or products. Hence, green consumerism has become an interesting subject for study. To understand green marketing and green consumerism comprehensively, it was necessary to undertake such a study during this time. This book has tried to understand green marketing in a holistic manner. Today, the world is in need of new decisions and innovations, which has led to a green marketing environment and the creation of a new market scenario for the potential customers. Both marketers and consumers are nowadays focusing on greener products and services. Companies are adopting green marketing practices and are producing green products that have fewer harmful effects on the environment than the conventional counterparts. This book provides the readers the understandin of the concept of green consumerism, which has given rise to numerous green marketing innovations. Overall, this book meets the requirements of researchers, academicians, marketers, and students trying to explore more about the domain of sustainable development, green consumerism, green products/services, green practices, ecological development, and so forth. This book will provide the knowledge of green marketing in a nutshell.
Minakshi Tyagi
MINAKSHI TYAGI
Dean and Executive Director of Master of Business Administration at Institute under Pune Univerity (SPPU). She is also a researcher in JJTU in Rajasthan, India and currently pursuing research in Green Marketing. Her research interests include Sustainable Development, Environmental Marketing, Green Consumer Behaviour, Organizational Green Behavior, and Corporate Social Responsibility. Her experience spans more than 12 years in academics and corporate. Prior to pursuing her interest in academics she had worked as IT professional in USA, Senior Consultant in HR Consulting firm. She has attended various National and International Seminars and Conferences as she has always been a keen learner of new concepts and techniques.
