A COMPREHENSIVE EXAMINATION OF GREEN MARKETING STRATEGY IMPLEMENTATION ACROSS DIVERSE COMPANIES

Abstract

Global economic activities are increasingly relying on natural and environmental resources for their growth, leading to significant ecological impacts. The rapid rise in global warming, driven by various human activities, has negatively affected human life, from the air we breathe to the food we eat. As a result, green marketing has emerged as both a major challenge and an opportunity for companies worldwide. Terms like green technology, green strategy, and green marketing are gaining importance. This research presents a descriptive study using secondary data, concentrating on companies that have embraced green or eco-friendly products. It looks at how these organizations have incorporated green marketing strategies, the obstacles they've faced, and the importance of green technology in modern sustainability, particularly in Indian businesses. The report provides insights into how these organizations' business strategies include green practices and contribute to sustainable development.