Green Marketing Practices: A Comprehensive Literature Review and Synthesis

In today's business landscape, the environmental sector has taken centre stage, driving a collective commitment to safeguarding the environment and fostering sustainable progress. This shift is propelled by an evolving marketing philosophy influenced by an environmentally-conscious clientele, compelling corporate entities to re- evaluate and revolutionize their business strategies towards greater eco-friendliness. Since its inception in the 1980s, the concept of green marketing has undergone a substantial transformation, emerging as a crucial business strategy for gaining a competitive edge in the industry. Recognizing the pivotal role of green marketing in achieving profitability, companies are realigning their business strategies to cater to shifting market demands, spurred by a resurgence in environmental awareness among consumers. This paradigm shift in strategy has revolutionized customer engagement for many businesses, redefining the way they connect with their clientele. This paper underscores the significance of competitive advantage for business firms and elucidates how green-focused enterprises rely on marketing to secure a distinctive edge. The success of green marketing strategies hinges largely on the collaborative efforts and synergies among various stakeholders in the business ecosystem. Given the heightened global discourse on environmental issues, governments and societies worldwide are increasingly attuned to the urgency of environmental challenges. This has precipitated a surge in green marketing initiatives, with companies adopting them as integral strategies to balance profitability and environmental stewardship. This article delves into the realm of green marketing, exploring its role in fostering sustainability and its impact on the contemporary business landscape. Keywords: Green Marketing, Environmental Sustainability, Competitive Advantage, Eco-Friendly Business Strategies, Environmental Awareness