Assessing the Impact of Green Marketing Strategies on Environmental Sustainability and Consumer Behavior

Green marketing has gained significant attention in recent years due to the growing need for environmental protection and sustainable practices. As consumers become increasingly conscious of the harmful effects of conventional products on the environment, businesses are adopting green marketing strategies to meet these changing preferences. Companies aim to offer environmentally friendly goods and services while maintaining profitability and reducing their ecological footprint. Green marketing involves the development, promotion, and distribution of products that are designed to be safe for the environment. This study focuses on understanding the concept of green marketing, including its key elements such as the green marketing mix and the 4 R’s (Reduce, Reuse, Recycle, and Recover). It also explores the challenges faced by organisations in implementing and promoting green marketing practices. The research is descriptive in nature and relies on secondary data collected from sources such as journals, articles, and websites.