Green marketing: An approach to promote sustainable development

The onset of the 21st century witnessed a range of ecological challenges, including the preservation of resources, climate change, and global warming. These issues are closely linked to the negative consequences of certain business practices, which have had adverse effects on the economy, environment, and society. The concept of green marketing has gained significant prominence for promoting sustainable development in contemporary markets, both in India and other regions of the world. The primary objective of this paper is to conduct a comprehensive review of the pertinent literature pertaining to diverse facets of green marketing, the advantages associated with green marketing, and the manifold obstacles encountered in the implementation of green marketing. The present paper relies on secondary data obtained from diverse sources, such as research papers authored by various scholars, articles, journals, conference proceedings, periodicals, textbooks, and online resources. Hence, the present paper delves into the significance of green marketing, associated issues and obstacles, and proposes viable approaches to surmount them. The research findings suggest that the field is currently in its nascent phase and is confronted with several obstacles. As a result of this research, consumers’ green purchase decision pattern has been portrayed and also prospective dimensions of future studies have been recommended.