The last decade has witnessed a dramatic increase in environmental consciousness worldwide. One recent survey found that 82 per cent of British citizens rated the environment as an immediate and urgent problem, while another study established that 69 per cent of the general public believes that pollution and other environmental damage are impacting on their everyday life. The increase in environmental consciousness has had a profound effect on consumer behaviour, with the green product market expanding at a remarkable rate. Companies all over the world are striving to reduce the impact of products and services on the climate and other environmental parameters. Marketers are taking the cue and are going green. The current article highlights the concept of green marketing and its challenges.