Green Marketing and Sustainable Development: Marketing Professionals Attitude Towards Green Marketing

India is developing significantly with a good pace in industrialisation but this development is leaving behind a curse to the nature. People are now conscious about the environmental depletion, which the industrialists have been serving along with the bundle of utilities. Social movements, media, NGOs are also nowadays enhancing consumer's attention towards the environmental effects a product may have. To cope with these changes in the society, marketers have adopted green marketing concept in order to sustain in the market. In order to achieve sustainable success, marketers have to reassess their strategies and make them environment-friendly. The companies who are using these green practices in their functioning will achieve the sustainable success as people these days have a positive attitude for greenproducts. This research is an attempt to measure the attitude of Indian marketing professionals towards green marketing practices. Are they enthusiastic to adopt green practices to gain competitive advantage and will it ensure sustainable success? Before collecting the primary data from marketing professionals, researchers did an exhaustive literature survey and identified 13variables for the study. To find out the underlying dimensions, factor analysis was used. The result shows a positive attitude of marketing professional, towards green marketing.