ROLE OF SUSTAINABLE COMMUNICATION IN GREEN MARKETING STRATEGIES

Abstract

The media's influence in modern society is a hotly debated topic that has raised quite so many issues as it has addressed. The process of communication is critical since it is used to inform, persuade, motivate, and give mutual understanding. Effective communication strategies can cause a shift in consumers to be agreeable to pay an exceptional price for the green products to make a shift in consumption patterns The objective of this paper is  to study the integration of communication towards sustainability and the sustainable communication strategy for green marketing. Data has been collection from various books, journals etc. This paper tries to explore the different issues related to sustainable communication in green marketing practices and strategies.