Green Marketing: A Journey Towards Sustainability
Authors: Pillai Sruthi , Vijayakumar  , Ramakrishnan  
Published: April 2024

Green marketing has evolved to address specific environmental problems and balance profitability with environmental responsibility by promoting environmentally safe goods and services. The increasing awareness of environmental issues among consumers has allowed firms to use green marketing to gain a competitive advantage. Green marketing involves a broad range of activities, including modification of product, changes in process, packaging and promotion all aimed at minimizing detrimental impacts on the natural environment. We can trace the evolution of green marketing from ecological green marketing, which focuses on addressing specific environmental problems, to environmental green marketing, which aims at designing innovative products to reduce pollution and waste, and finally to sustainable green marketing, which challenges companies to balance profitability with environmental responsibility. Environmentally conscious consumers are demanding eco-friendly products and services and expect organizations to be socially responsible. However, actual environmentally friendly purchasing behavior does not always result from positive attitudes toward environmental issues. Consumers are not willing to sacrifice other product attributes for the sake of environmental responsibility alone. Hence, firms must focus on satisfying customers’ needs and wants for quality, performance, and convenience at an affordable price that is not detrimental to the environment. There are various reasons why firms adopt green marketing strategies, including opportunities for market growth, social responsibility, governmental and competitive pressures, and cost or profit issues. However, firms have struggled to gain a competitive advantage solely from expressing environmental concerns. To achieve superior performance, firms must be market-oriented, manage their resources correctly, and allocate dedicated resources to green strategy development and implementation. Resources such as environmental program timing, environmental strategy focus, and top management support contribute to the success of green marketing strategies. Effective green marketing strategies involve the development of green policies and the innovation and deployment of green products throughout the supply chain. Innovation in green products will continue to be driven by the need to reduce human impact on the planet. The three main aspects of the impact of green policies on firm performance are market performance, financial performance, and service quality. Resource advantage theory suggests that firms that leverage resources in a market-oriented way will outperform their competitors. Green Marketing has its challenges and complexities also. Overall, green marketing is a journey towards sustainability that needs support from all stakeholders. Governments cannot achieve a green economy alone, and the private sector must be encouraged to adopt green business practices. Consumers’ increasing preference for green products and services can drive companies to reduce their environmental impact, provide positive social impact, and generate profits.