The green economy, characterized by sustainable development and minimal environmental impact, is reshaping traditional business models. This paper explores how marketing strategies are evolving in response to green economic principles. Through a literature-based qualitative approach, the study identifies key trends such as eco-branding, green consumer behavior, and sustainable product positioning. The findings indicate that businesses integrating sustainability into their core marketing functions not only enhance brand equity but also build stronger customer trust and loyalty. The paper concludes that green marketing is no longer optional but a strategic imperative in the modern economy.

green economy, sustainable marketing, eco-branding, green consumer behavior, environmental sustainability

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