Transforming Business for a Sustainable Future Using Green Marketing

Abstract

As the world grapples with the pressing challenges of environmental degradation and climate change, the need for sustainable development has become paramount. Green marketing has emerged as a powerful tool for transforming businesses and paving the way towards a sustainable future. This chapter explores the role of green marketing in driving sustainable development by examining its impact on business practices, consumer behavior, and environmental stewardship. The study highlights the strategies and initiatives undertaken by businesses to integrate sustainability principles into their marketing efforts, including product innovation, eco-labeling, green packaging, and communication of environmental values. Through a comprehensive review of relevant literature, case studies, and industry examples, this chapter underscores the transformative potential of green marketing in driving sustainable development. It offers insights to businesses, policymakers, and marketers on how to harness the power of green marketing to create a more sustainable and prosperous future.