Green marketing (GM) can be viewed as a method of preserving both the
environment and a means of ensuring a sustainable future across all sectors. The goal
of this chapter is to lay the groundwork for green marketing within the context of this
book. Green marketing, in general, helps firms achieve their environmental goals while
also attracting and retaining customers, and encourages them to make more ecofriendly purchasing decisions. However, it faces several challenges, including high
prices, a lack of standardization, and high operational costs. All stakeholders concerned
(consumers, industrial purchasers, and suppliers) should be required to use GM.
Additionally, to safeguard the planet from pollution and its effects, governments should
implement stricter environmental regulations.
Keywords: Customers, Ecologically, Environment, Friendly, Green, Marketing.
