Green Marketing Practices: Trends and Future Directions

ABSTRACT Globally, businesses and consumers are becoming increasingly concerned about environmental sustainability. Green marketing strategies are being used by businesses more frequently to promote eco-friendly goods and services while lessening their negative effects on the environment. Green marketing incorporates sustainable practices into plans for distribution, pricing, promotion, and product development. Based on recent research, this review article investigates the practices, trends, and prospects for green marketing. The report identifies major issues in consumer behaviour, business sustainability strategies, and the adoption of green marketing by synthesising information from numerous academic sources published between 2018 and 2025. The results show that eco-friendly product design, sustainable packaging, green advertising, and digital transparency are examples of green marketing techniques that are becoming essential to business operations. Additionally, purchase decisions have been greatly impacted by consumer understanding of environmental issues. Effective adoption is still hampered by issues including greenwashing, expensive implementation, and a lack of standardised legislation. Emerging themes include circular economy models, sustainable branding, and technology-driven sustainability initiatives are highlighted in the report. The study's conclusion makes recommendations for future lines of inquiry that center on innovation, legal frameworks, and consumer involvement in green marketing