Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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A Paradigm Shift in Green to Sustainable Marketing

Author(s) Ms. Komal Yadav, Prof. Dr. Ashish Mathur
Country India
Abstract Growth of environmentally sensitive marketing strategies has created a huge terminological disorientation in the scholarly work as well as in the business practice. The current paper logically analyzes the conceptual differences between the green marketing and the sustainable marketing, and follows their historical development since the 1970s. Based on the extensive analysis of 62 articles published in 1997-2024, this study suggests that green marketing and sustainable marketing have much in common in terms of their origin in the ecological issues, but they are essentially different strategies. Green marketing emphasizes environmentally-friendly products and consumer-oriented messages, whereas sustainable marketing consists of a three-part commitment to environmental integrity, social equity and economic viability of whole value chains. The article summarizes the results of recent systematic reviews, pinpoints research gaps such as lack of standardized definitions and unidimensional measurement methods, and suggests a unified framework to be used in future research and practice. The analysis concludes that the development of green to sustainable marketing is not just a question of semantic choice but a shift of paradigm of marketing relations to the society and the natural environment.
Keywords green marketing, sustainable marketing,ecological marketing
Field Business Administration
Published In Volume 7, Issue 2, March-April 2026
Published On 2026-04-24
DOI https://doi.org/10.63363/aijfr.2026.v07i02.4964
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E-ISSN 3048-7641
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