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Abstract
Environmental concern as the combination of marketing management discipline has appeared recently and inconsistently. The nucleus and essential elements of green marketing is sustainability in all spheres of business. Green marketing is about marketing a product or service having eco-friendly feature and aiming at win-win situation for both consumers and organizations. The study on green marketing is important because as human beings, our dwelling place is environment. For the temporary benefits of human race, humans are involved in polluting the environment. Hence, the efforts of corporate in attaining sustainability are studied through green marketing strategies of durable goods manufacturing sector. The study is conducted with objectives to identify the parameters influencing companies to take up green marketing, to assess the relative strength of Green Marketing Mix Strategies (GMMS), to evaluate the GMMS adopted, to analyze the impact of GMMS on marketing performance, to identify the perception of dealers towards green marketing adopted by respective companies and understanding the factors influencing consumers to take up green products.