Green marketing is the practice of promoting products or services that are environmentally friendly or have a positive impact on the planet. It involves incorporating sustainability principles into various aspects of marketing, such as product design, packaging, messaging, and promotion. Some green marketing strategies include creating eco-friendly products, using eco-friendly product packaging made from recycled materials, reducing greenhouse gas emissions from production processes, and investing in environmentally beneficial initiatives that align with the principles of corporate social responsibility (CSR) .
Green marketing is one component of a broader movement toward socially and environmentally conscious business practices. Consumers have come to expect companies to demonstrate their commitment to improving their operations alongside various environmental, social, and governance (ESG) criteria. Companies that invest in green marketing benefit from increased customer loyalty and a positive brand perception. However, it is important for companies to be honest and truthful in their green marketing initiatives, as consumers are wary of green claims and are less inclined to trust a firm that is not truly devoted to sustainability. Overall, green marketing can help businesses advertise their commitment to sustainability and appeal to environmentally sensitive customers.
