Relationship Between Green Marketing and Firms’ Performance

Abstract

Green marketing, also known as environmental marketing, focuses on meeting customer needs while minimizing environmental impact. This all-encompassing method of creating, promoting, distributing, using, and discarding products/services minimizes environmental damage. Many customers prefer sustainable, eco-friendly, or green products to those that harm the environment. As a result, marketers are putting more effort into environmentally friendly marketing According to the marketer, corporate social responsibility plans and sustainability efforts are both included. How a product or service contributes to environmental conservation is a key point of communication. "Green marketing" refers to promoting a company's core values while also incorporating environmentally friendly and/or sustainable practices. In order to change consumer purchasing habits and reduce the negative environmental impact of synthetic products, it is critical to use green marketing. However, research often contradicts itself when it comes to the effectiveness of green marketing.