Green production, consumption and disposal of products have become a key variable on which the current purchases of the consumers and the future success of the organizations are based on. Increasingly consumers are becoming aware of the importance of buying green products and eco-conscious consumption. This has resulted in a positive consumer sentiment towards organizations that employ sustainability as their core operating premise. This article attempts to understand the concept of green marketing and highlight its underlying drivers and to identify the challenges faced by green marketers.

KEYWORDS: Green Marketing, Green Marketing Mix, Eco-conscious consumer, Sustainability.