Green Marketing, that started as an ethical consideration is now being transformed into a reliable and sustainable business strategy as per global policy needs. The present review attempts to explore the theoretical foundations, consumer behaviour patterns, corporate approaches, regulatory mechanisms, and technological innovations that encompass green marketing. With India being in its regional focus, it draws projections from the existing literature and asserts key developments and identifies strategic pathways for authentic engagement in green marketing pathways. To provide a clearer picture to the research fraternity, entrepreneurs and policy framing organizations, the challenges, limitations, and future directions are also discussed. The ecologically responsible frameworks are suggested.
Sharma et al. (Wed,) studied this question.