Green Strategy: Exploring the Intersection of Marketing and Sustainability in the 21st Century

Abstract

This paper aims to thoroughly explore the burgeoning realm of Green Strategy, a concept that integrates marketing and sustainability in response to the evolving dynamics of the 21st-century business environment. The discourse begins with an exploration of sustainable marketing, tracing its evolution and current status. This sets the stage for a deep dive into the emergence of Green Strategy, covering its adoption across various sectors, and the influence of socio-economic and technological factors on its rise. The focus then shifts to understanding the symbiotic intersection of marketing and sustainability, illustrated through contemporary case studies, examining both the benefits and challenges of implementing a green strategy. The paper also highlights the instrumental role that Green Strategy plays in shaping a company's brand image,