GREEN MARKETING: TRENDS AND IMPLICATIONS FOR BUSINESS STRATEGY

Abstract

Green marketing has emerged as a critical business approach in response to growing environmental concerns and consumer demand for sustainable products. This paper explores the current trends in green marketing and analyzes their implications for business strategy, particularly in the Pakistani context. The study highlights how firms integrate eco-friendly practices into marketing mix elements, the drivers of green consumerism, and challenges faced during implementation. The findings suggest that green marketing not only enhances brand reputation but also creates competitive advantages and long-term sustainability. Policy frameworks and corporate social responsibility (CSR) initiatives are emphasized as vital components for effective green marketing strategies.