Green Innovation and Glocalization: How Businesses Adapt Global Sustainability Goals to Local Markets.

This research investigates how multinational corporations align global sustainability goals with local market realities through environmentally friendly innovation and glocalization strategies. By examining McDonald’s, Unilever, IKEA, and Starbucks, the study highlights how businesses adapt products, marketing, and community initiatives to fit regional cultural, regulatory, and economic contexts. The findings reveal both the challenges, such as regulatory barriers, cultural differences, cost concerns, and technological constraints, and the successful approaches that generate positive outcomes for both sustainability and business growth.