Abstract:
Industries navigating from anthropocentric to eco-centric approach accentuate the contribution of
Green Marketing towards sustainable development. The concept of Green Marketing is more
towards altruism, since it comprises a pool of activities including product modification, packaging
changes, modifying advertising and changes to the production process intended to satisfy human
needs and wants, causing minimal detriment to the natural environment (Polonsky, 1994). However
in the past many researchers identified consumer attitude in developing countries as a key challenge
for effective Green Marketing strategy implementation. Since nowadays geographical boundaries do
not have a pivotal influence on varying human perceptions as a result of globalization and its
resultant interconnections, through this conceptual paper the author pinpoints consumer attitude in
developing countries as an evolving opportunity to pursue Green Marketing within a company.
Moreover, The Sustainability Imperative 2015, by Nielsen Company clearly depicts that 66% of
consumers are now willing to pay more for sustainable brands and when compared to developed
countries, consumers in developing countries pay more attention to sustainability due to the everyday
challenges they face. Having identifying this drastic attitude change, the author indicates that the
attitude of customers in developing countries is rather a dire opportunity, not a challenge for
marketers. Thus, the paper finds that the companies in developing countries should establish solid
Green Marketing strategies to ensure their long term survival. The research is based on text books
and journal articles written on Green Marketing, Consumer Attitudes and Sustainability. Where
necessary, reference will be made to research publications by leading corporate research firms.
