“AN INVESTIGATION OF PROSPECTS AND CHALLENGES OF GREEN MARKETING”

“AN INVESTIGATION OF PROSPECTS AND CHALLENGES OF GREEN MARKETING”<br>Green marketing, a dynamic and evolving field, has gained prominence in response to the growing global concern for environmental sustainability. Green marketing also referred to as sustainable marketing or environmental marketing has experienced remarkable growth as both businesses and consumers increasingly prioritize environmental and social responsibility. Green marketing refers to the promotion and sale of products or services that are environmentally friendly or have sustainable attributes. This marketing approach emphasizes the environmental benefits of the product or service, such as reduced carbon footprint, energy efficiency, use of recycled materials, or biodegradability. The aim of green marketing is to appeal to environmentally conscious consumers and encourage them to choose products or services that have a lesser impact on the environment compared to conventional alternatives. It often involves highlighting the eco-friendly features of a product or service through advertising, packaging, and branding strategies. This research paper delves into the comprehensive prospects and intricate challenges of green marketing, underpinned by an array of statistical facts and case studies. Through an exhaustive review of existing literature and data-driven analysis, this paper aims to provide an in-depth understanding of the current landscape of green marketing, its evolving trends, and strategies to address challenges and harness its prospects effectively.Keywords: consumer behavior, eco-friendly products, market trends, corporate social responsibility (CSR), green washing, competitive advantage, product differentiation, green consumerism, marketing strategies, brand image, supply chain management, and stakeholder engagement,