What is Green

Green branding marketing techniques have become a popular area of research; however, the use of 'green' terms confuses both businesses and customers. This has resulted in consumers becoming more suspicious about the validity of green marketing and green management practices. The objective of this chapter is to outline the concepts of green marketing and green management in detail to clearly demonstrate how they can effectively achieve their aims of ensuring environmental sustainability. An analysis of current extant literature will be explored, and successful green approaches will be used to develop a theoretical framework for green marketing, green management, and sustainability to foster a more climatic conditions-sustainable economy. The literature in this chapter indicated the need for understanding the impact of green marketing and green management on the sustainability of the financial services sector in order to provide recommendations that can direct funding more effectively towards climate-resilient activities and a more climatic conditions-sustainable economy.