Abstract Green marketing refers to the promotion of products and services based on their environmental benefits. In recent years, environmental awareness among consumers has significantly increased, encouraging companies to adopt sustainable marketing strategies. This paper examines the concept, importance, benefits, challenges, and future scope of green marketing. The study highlights how green marketing contributes to sustainable development while creating competitive advantage for businesses. The research concludes that green marketing is not only a corporate responsibility but also a strategic necessity in the modern business environment. Green marketing, although recognized as an essential strategy for sustainable development, encounters numerous structural, economic, and behavioral obstacles that restrict its widespread adoption. One of the foremost barriers is the substantial initial capital investment required for research and development, adoption of clean technologies, renewable energy integration, waste management systems, and sustainable packaging solutions. These financial burdens are particularly challenging for small and medium-sized enterprises, limiting their participation in green initiatives. In addition, green products often involve higher production and certification costs, resulting in premium pricing at discourages price-sensitive consumers, especially in emerging and developing economic.
Huddar et al. (Sat,) studied this question.