Tough competition, changing consumer behavior, alarming pollution levels and a step towards an eco-friendly environment could be the reasons for the growing concern of companies going green. Environment protection and preservation of natural resources have become major concerns for companies striving for a `Green Image'. They are trying to gain a competitive edge by adapting to the changes taking place in the buying habits of their consumers worldwide—today's customer likes eco-friendly products having natural ingredients in them.

How effectively can a brand be known as eco-friendly to its customers is the major concern for companies today. Firstly, there are limited resources available vis-à-vis the unlimited human needs which are not only changing but expanding day by day; secondly, consumers all over the world are more concerned about protecting their environment, thanks to their growing knowledge about the necessity to have a healthier life. Hence, there is a growing market for sustainable and socially responsible products and services.

Today's consumers are easily adapting to environmental issues by using eco-friendly products/services that add value to their persona. People are also willing to work in a socially responsible company even if the pay packages are not very high.

Companies leading in home furnishings are using bamboos for floorings, sheets, etc., which even gives an ethnic look. Cane and wood furniture have also become very popular. Fabindia is one organization that caters to the needs of customers preferring furnishings made of eco-friendly materials. Even fashion industry has started making use of green fabrics and design to showcase a green image. Eco-entrepreneurs should have a very strong focus on attributes like the price, the quality and the availability of green products. The prices fixed should be competitive enough giving the assurance of quality levels. Above all, the marketers must have a clear idea that very few customers will go out of the way to buy greener products.

Advertising Express, Environment Protection, Polylactic Acid, Green Image, Corporate Transparency, Environmental Issues, Communication Strategies, Retail Business, Universal Resource Locator, URL, HCL Technologies, Landmark Cyber Park, Aakriti Exotika, Bharat Heavy Electrical Limited, BHEL .