A REVIEW OF GREEN ADVERTISING PRACTICES: INSIGHTS FROM INDIAN BRANDS
DOI:
https://doi.org/10.29121/shodhkosh.v5.iICETDA24.2024.1346Keywords:
Green Advertising, Indian Brands, Environmentally Friendly, CampaignAbstract [English]
This paper explores the new promotional strategy ‘Green Advertising’ which take hype in the world of sustainability. This promotional strategy aimed to promote goods and services with the eco-friendly features. Nowadays, this concept gained significant attention all over the world as the environmental concerns increased drastically. This paper attempts to understand the concept of Green Advertising along with this it also investigated the brands who adapted this strategy to enhance their brand image. The findings also give the overall view point to handle and grow business with this promotional strategy. The review analyzed findings from the relevant literature to provide insights about the effectiveness of Green Advertising and its challenges in the realm of India.
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