Sharma NK and Kushwaha GS
In recent decades we can see around the business that the things are changing like never before due to technological advancement, change in economy and political influences. It has been also observed in two decades that there is a major shift in consumers taste and preferences. The companies who are continuous monitoring and focusing on these issues are much more successful than the rest. There is a cut throat competition in the market and every company wants to fill the vacuum of the market by providing desired product and services to the consumers. In current market scenario, the studies show that consumers are now health and environment conscious. Perhaps this is the reason, that the concept of green product and green marketing are taking place slowly and steadily in the market. It can be also as an opportunity for those companies, who believe in innovation and redesigning their products and services in ecological manner. It is a perfect time for those entrepreneurs who want to come and be a part of this emerging green market. The purpose of this paper is to aim in general to understand the opportunities for green entrepreneurs in the changing scenario of market shift. The study is based on available literature, various facts and figures, on this issue. It tries to bring a novel study which can be applied in current market scenario. The study is conceptual in nature and validates its findings with the help of a proposed model.
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