Chapter 17: Exploring Green Marketing: Past, Present, and Prospective Directions

In response to growing environmental concerns, Green Marketing has emerged as a vital strategy for businesses seeking to align profitability with sustainability. The present chapter explores the evolution, principles, and impacts of green marketing on businesses and consumers. This study explores the applications of Green Marketing across various industries, aiming to provide insights into its current state. The study employs meta-analysis as a tool to analyze existing literature. Through rigorous analysis, the dataset was categorized into five key areas: product sustainability, eco-friendly packaging, green advertising, sustainable sourcing, and corporate social responsibility (CSR). Findings reveal a notable emphasis on product sustainability and CSR initiatives, indicating a growing commitment to environmental responsibility among businesses. Additionally, gaps were identified in areas such as green advertising and sustainable sourcing, suggesting opportunities for further research and innovation. The authors propose future research directions aimed at enhancing the effectiveness of Green Marketing strategies and fostering greater environmental stewardship within the business community.