Abstract:

The research paper highlights the significance of green marketing as a global movement for achieving sustainability on our planet. It acknowledges the alarming increase in environmental degradation in recent years, primarily due to the rapid growth of business activities worldwide, resulting in heightened pollution levels. The abstract emphasizes the responsibility we bear to restore and protect the natural environment for future generations. The nations, individuals, companies, environmental activists, and governments are increasingly becoming more concerned about the state of the environment. There is a growing awareness and consciousness about the need for eco-friendly products and practices. Green marketing is introduced as a concept that encompasses various elements, including the production of eco-friendly products, green packaging, pricing strategies, sustainable supply chains, and environmentally friendly promotional efforts. These aspects are highlighted as beneficial not only to society but also to the overall well-being of the environment. At the core of green marketing is the development and promotion of products and services that meet customer needs in terms of performance, quality, convenience, and affordability, while minimizing any detrimental impacts on the ecosystem. The research suggests that green marketing strives to strike a balance between fulfilling consumer demands and ensuring environmental sustainability. The research concludes by indicating that the paper will delve further into the concept of green marketing and its crucial role in promoting sustainability. Paper provided a brief on the urgent need for green marketing practices to mitigate environmental degradation and pave the way for a sustainable future

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