ABSTRACT: This research work is on green marketing. Although environmental issues influence all human activities , few academic disciplines have integrated green issues into their literature. This is especially true of marketing. As society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society''s "new" concerns. Some businesses have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. Some evidence of this is the development of journals such as "business strategy and the environment" and "greener management international," which are specifically designed to disseminate research relating to business'' environmental behavior.