There has been much discussion in recent years on environmental degradation issues and society’s concerns for sustainable development. Environmental threats are alarming government and citizens alike. India, in particular, is suffering from high levels of air pollution, poor water quality, rapidly diminishing landfill space, dismal garbage disposal avenues, high levels of noise pollution and falling levels of groundwater. Consumers are becoming highly aware of the impact of their consumption on environment and are more ready and willing to respond to the appeals based on green issues.“Green issues” , hence, attract consumers’ attention and reflects their environmental concern through modified buying behavior. Emerging markets for environment products, services and techniques present promising opportunities for the marketer. Marketers are employing environment friendly tactics and strategies to take into consideration environmentalism and green issues. They have responded to consumers’ awareness by designing and commercializing greener strategies, allowing them to project a responsible image in the marketplace.