Abstract
This perspective delineates the role the government and the business organizations play in mobilizing concerns emanating from environmental pollution and suggests measures to mitigate the same. It opines that to catalyse the acceptance of green products, the government and the business sector have to work in tandem. It suggests that the government, central and state, quasi-government bodies and other local institutions should take the initiative to preferentially buy products with the “Ecomark”-the mark for environment-friendly products. A company taking strategic decisions to project itself as a green company would be able to differentiate itself from competitors in a highly competitive market. It draws on the marketing strategy model and proposes that environmental issues be viewed as social cause while keeping business principles of ‘for-profit organization.’