Green Marketing: A Strategic Approach Toward Sustainable Development and Consumer Engagement

Abstract

Green marketing, also known as environmental marketing or sustainable marketing, is a growing concept that focuses on developing and promoting products and services that are environmentally friendly. As ecological concerns rise globally, businesses are incorporating green practices to address environmental issues, meet regulatory requirements, and appeal to eco-conscious consumers. This paper explores the definition, significance, strategies, benefits, challenges, and future of green marketing. It also provides case studies of successful green marketing practices and offers recommendations for integrating sustainability into core marketing strategies