The massive industrialization, despite leading to a rapid economic augmentation all over the globe has resulted in degradation of the environment and has affected almost all spheres of life. Global warming, deforestation, pollution, acid deposition, annihilation of species etc: are the adverse byproducts of this mechanized era. As a result, consumers are becoming anxious about these serious environmental issues. This change has induced many business concerns to adopt green hugging products. Companies are in a pressure to embrace green marketing initiatives to emphasize their focus and goals on sustainability in order to foster their overall performance and sustain in the long run. Green marketing thus entails innovative moderations to the product, process, packaging, advertising etc: which is escalating the quality and jelling with the nature. This paper explains the concept of green marketing, the multitude of threats encountered, the several opportunities underlying it, the various initiatives undertaken by the business concerns in India, the impact it has on consumer buying behavior, the future scope of green marketing in a developing nation like India and also outlines the future of green marketing in COVID-19 pandemic affected India which is an untouched area by the prevailing literature . The paper culminates on the note that, though consumers are anxious about the environmental issues, they are not prepared to spend on high priced green products.

Keywords: Corporate Social Responsibility, COVID-19 pandemic, Ecological imbalance, Green advertising, Green marketing, Green Washing