SUSTAINABLE MARKETING: NAVIGATING THE GREEN CONSUMER LANDSCAPE

Abstract

As environmental concerns continue to gain prominence, businesses are increasingly recognizing the importance of sustainable marketing strategies to address the evolving preferences of environmentally conscious consumers. This review research paper delves into the realm of sustainable marketing, exploring the dynamics of the green consumer landscape. The study investigates the key factors influencing green consumer behavior, the impact of eco-friendly marketing initiatives, and the challenges and opportunities that businesses encounter in adopting sustainable practices.