Sustainable Development through Green Marketing: Application and Its Environmental Importance

Pavnesh Kumar and Ravindra Kumar

Chapter 17 in Market Dynamics and Strategies in a Post-Crisis World:Navigating a World in Flux, 2025, pp 213-226 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The approach to sustainable development through green marketing focuses on the systematic and scientific study of making products and services for the betterment of the whole of humankind and the environment. The boom in environmental marketing has meant more scrutiny of multinational companies looking to differentiate themselves. No longer limited to ecolabels and recycled packaging, green marketers have been forced to raise their game in transparent and creative ways. The modern corporate world has focused on eco-innovation and actual corporate responsibility commitments to enhance their environmentally friendly policies. According to Mahatma Gandhi, ‘Earth provides enough to satisfy every man’s need but not any man’s greed.’ We observe that environmental concerns manifest in many actions on the planet. A proper survey in 2008 indicated that 58% of US consumers try to save electricity at home, 46% recycle newspapers, 45% return bottles or cans, and 23% buy products made from or packed in recycled materials, while people’s responses vary in their own nature of environmental sensitivity in the modern era. We observed that human overpopulation, hydrology, intensive farming, land use, natural disasters, water pollution, and nuclear issues are some of the urgent issues of sustainable development that we must focus on through the green marketing approach in the modern corporate world.

Keywords: Marketing; Consumer Behaviour; Crisis Response; Post-Crisis Management; Flexibility; Agile; Leadership; Business; COVID-19 (search for similar items in EconPapers)
JEL-codes: M1 M3 M30 M31 (search for similar items in EconPapers)
Date: 2025
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