Startups Use Green Marketing Strategies For Exponential Growth: Reality Or Myth

Abstract

In the current era of globalization, maintaining consumer loyalty and ensuring the security of the natural environment are the two most important needs. The term "environmental pollution" is frequently used in the business world nowadays. Awareness about the effects of environmental pollution and environmental problems, such as global warming, is increasing among consumers. Green marketing is a sustainable activity and such markets must be safe for the society in both developed and developing nations, including India. This paper examines the myths and facts surrounding the green marketing practices adopted in India.