The green marketing came into dominance in the late 1980s when certain products were found to be harmful to the environment and the society as a whole. Consequently a new types of products called Green products were created that would cause less damage to the environment. The marketing of such products is known as green marketing. The evolution of green marketing can be divided into three phases. First phase is ecological green marketing aims to solve environment problems through remedies.

Second Phase is Environmental green marketing with focus on clean technology involves designing of innovative new products, which take care of pollution and wastage related issues. And the third phase Sustainable green marketing came into prominence in the late 1990s and early 2000s where it becomes necessary for companies to produce environment friendly products as the awareness for such products is on the rise as customers are demanding eco friendly products and technologies.

Sustainability has three dimensions: Environmental, Societal and related to the economy. Due to the challenges of global warming, people as well as nations come up with a new format of business called Green Business. The industries whose method of production is environment friendly are known as green products. It is believed that if companies offer green products it gives them a competitive edge as people these days have an inclination towards green products.