"Exploring the Evolution and Impact of Green Marketing: A Comprehensive Literature Review"

Abstract

Green marketing has become a vital component of modern business strategies, driven by rising consumer awareness and demand for environmentally sustainable products. This literature review examines the evolution, impact, and challenges of green marketing by analyzing key areas, including consumer behavior, corporate social responsibility, ethical concerns, and regulatory influences. The findings suggest that green marketing positively impacts brand equity and consumer loyalty, with companies leveraging sustainable practices to gain a competitive edge. However, the review also highlights challenges, such as greenwashing and the need for industry-specific adaptations of green marketing strategies. Additionally, this review identifies critical research gaps, including the limited exploration of cross-cultural differences in green consumerism, the long-term impact of green branding on loyalty, and the lack of empirical assessments of environmental benefits. Addressing these gaps could improve the authenticity and effectiveness of green marketing, supporting the development of impactful, transparent sustainability practices. This review contributes to the ongoing dialogue in green marketing literature, emphasizing the need for more comprehensive, empirical studies that can guide businesses, policymakers, and researchers in adopting environmentally responsible marketing strategies that meet evolving consumer expectations.