International Journal of Science, Engineering and TechnologyAuthors: Mrs.P.Mohanapriya, Dr.K.Subramaniam
Abstract: The future of international business is being increasingly defined by sustainability and environmental stewardship. Green marketing, or promoting goods and services on the basis of their environmental virtues, has become an essential business strategy in the 21st century. Increasing awareness among consumers, tighter environmental protection laws, and development in green technologies are propelling this change. This article discusses the future of business under the impact of green marketing with analysis of major trends, challenges, and opportunities. Though high costs of implementation and the threat of greenwashing are the hindrances, green marketing holds considerable benefits like increased brand loyalty, differentiation from the competitors, and sustainable profitability. The research concludes that green marketing is not a voluntary strategy but rather a necessity for companies that want to succeed in the environmentally sensitive market.
DOI: http://doi.org/10.5281/zenodo.17092777
