Green marketing awareness is a comparatively recent phenomenon. The term implies satisfying consumer needs and wants profitably by marketing products which are eco-friendly. As business organizations are getting more inclined to pursue green marketing for sustainable business growth, they encounter a major challenge in justifying higher costs of environmentally safe products.

The holistic marketing advocates that business must develop products and marketing strategies that not only address the needs of the customers but also safeguard the long-term interests of the customers as well as the society at large. Thus, business must balance individual customer needs, organization goals and the welfare of society by producing `green' products. According to the green movement, it becomes imperative for every business to run their functions with the least detriment to the environment. However, though many business organizations do not perceive the impact of environmental issues in the immediate context, it cannot be denied that the physical environment of the surroundings significantly influences the business.

Though the origin of green marketing can be traced to the first earth day in 1970, the idea gained popularity in 1980s with increasing consumer awareness of environmental issues and consequent demand for eco-friendly products and services. The term `green marketing' has been defined in different forums. According to the American Marketing Association, "Green marketing is the marketing of the products that are presumed to be environmentally safe".

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