Chapter 2: Green Marketing: A Paradigm Shift Toward Innovation

The landscape of marketing is undergoing a major transformation due to rising environmental consciousness shaping consumer behavior and business strategies. The application of green marketing in corporate strategies to advertise products and services that are environmentally benign has significantly increased in response to the emphasis on Sustainable Development Goals (SDGs). The study examines the dynamic domain of green marketing innovation, highlighting its evolution and its significant breakthroughs. Through a comprehensive review of existing academic literature, this study aims to explore emerging technologies to promote sustainability while meeting consumer demands. It highlights the mechanism through which businesses transform their strategies into eco-friendly strategies, from product design to packaging and communication to distribution channels. It also ensures the commitment of companies toward longevity. Moreover, the study investigates the challenges and opportunities associated with green marketing innovation including consumer skepticism, regulatory issues and the need for cross-sector collaborations. By demonstrating the dynamic aspects of green marketing innovation, the study provides academicians, practitioners, and policymakers with valuable insights that can be used to establish a connection to a more sustainable future.