Green Marketing on the Verge of Becoming the Next Major Trend: A Review

Abstract

The primary purpose of this article is to develop an understanding of the notion of "green marketing" for businesses and the long-term influence that this strategy has on the profitability of businesses. It has been observed that companies with an optimistic outlook toward green products and marketing benefit from increased sales and a positive brand image. In addition to enhancing the favourable image of the company, "green marketing" brings together the organization's individual and collective concerns about the environment. Businesses that are interested in keeping up with the development of green marketing and satisfying the social expectations of their customers need to learn more about green marketing and the potential it presents in the twenty-first century. Because people currently have a favourable attitude toward green products, many businesses believe that if they make environmentally friendly products available to their customers, it will give them an advantage over their rivals and make them more competitive in the marketplace.