Green Marketing Strategies and Consumer Behavior: Insights for Achieving Sustainable Marketing Success

Abstract

Marketing has evolved over the years towards sustainability demanding a paradigm shift towards environmentally friendly marketing methods. The paradigm shifted in three phases from ecological, to environmental, and finally sustainable marketing. While green marketing is a component of the environmental phase, the literature study revealed that it is important for driving sustainable marketing. This study incorporates literature discussion methodology to unpack the two interlinking concepts. This book chapter aims to provide readers with a comprehensive overview of the key principles, best practices, challenges, and opportunities associated with green marketing, and to inspire them to think creatively about how they can use these strategies to promote sustainability in their own businesses and communities. The study concludes that for businesses to remain profitable they need to embrace sustainable marketing that should be supported by green marketing. The relationship is illustrated by the green–sustainable framework that emanated from the literature study.