A Study on the Green Marketing Strategies, Challenges, and the Path to Sustainable Consumerism

Author(s)	Dr. V. Govindarajan
Country	India
Abstract	The modern world has led consumers to become gradually concerned about the environment. Green marketing is a phenomenon that has become, for the most part, essential in modern markets and has emerged not only as a fundamental concept in India but also as an important strategy for facilitating sustainable development at a global level. Related literature has been reviewed in various articles and journals such as sage publication, Scopus, inadditiontocollecting data Elsevier and also the Digital Library of Universities, as well as data collected from Newspapers, Magazines, etc. This research paper provides insight into green marketing, the concept of green marketing sustainability and also helps to understand environmental issues and identifies the green values of consumers and producers and their level of awareness of environmental issues, green products and practices. Other thanthat, thediscussiononpromotinggreenbusiness marketing methods also suggested that, if a business or organization follows green marketing activities that will lead to cost-effectiveness.
Keywords	Greenmarketing-Sustainability- green marketing benefits.
Published In	Volume 7, Issue 1, January-February 2026
Published On	2026-02-28

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