A Study of Green Marketing Practices in the Selected Ayurvedic Resorts of Kerala

Abstract

Ayurveda is a unique system of healthcare with more than 5000 years of history. It is presumed that Ayurveda is one of the oldest scientific ways of keeping, promoting, and conserving a healthy life. The various natural ingredients that are used in Ayurvedic therapy are of great medical value as is described in the Vedic literature on Ayurveda. The Ayurveda's history laid down the instructions of maintaining healthy lifespan as well as fighting against illness by different types of therapies like massages, diet control, herbal medicines, and exercises. Nowadays, green marketing is a rapidly growing concept, and consumers are willing to pay more for green products. Green marketing affects all areas of the economy. It does protect not only the environment but also creates a new market and job opportunities. The study is focused on the concept of Ayurveda especially in the resorts of Kerala. The majority of consumers have felt that their actions had a proportional impact on the environment.