Importance of Green Marketing in the Era of Climate Change

Authors: P. M. Shiva Prasad

DOI: https://doi.org/10.37082/IJIRMPS.v14.i3.233173

Short DOI: https://doi.org/hcbbhr

Country: India

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Abstract: Climate change has emerged as one of the most pressing global challenges of the 21st century, affecting ecosystems, economies, and human life across the world. In this context, green marketing has gained significant importance as a strategic approach that promotes environmentally responsible business practices while influencing consumer behaviour towards sustainable choices. Green marketing refers to the development, pricing, promotion, and distribution of products and services that are environmentally friendly and resource-efficient throughout their lifecycle.

This article examines the importance of green marketing in the era of climate change by highlighting its role in encouraging sustainable consumption, reducing environmental degradation, and supporting corporate environmental responsibility. It also explores how businesses adopt eco-friendly strategies to build brand reputation, gain competitive advantage, and contribute to environmental conservation. Green marketing not only benefits organizations but also plays a crucial role in raising awareness among consumers about environmental issues and promoting responsible purchasing decisions.

The study is based on secondary data collected from journals, academic publications, government reports, and credible online sources. A qualitative approach is adopted to understand the relationship between green marketing practices and climate change mitigation. The findings suggest that green marketing is an essential tool for achieving sustainability goals, but its effectiveness depends on consumer awareness, regulatory support, and genuine corporate commitment. Despite its advantages, green marketing faces challenges such as greenwashing, high production costs, and limited consumer trust. However, with proper policy frameworks and ethical business practices, green marketing can significantly contribute to combating climate change and building a sustainable future.

Keywords: Green Marketing, Climate Change, Sustainability, Eco-friendly Products, Sustainable Consumption, Environmental Awareness, Green Branding.

Paper Id: 233173

Published On: 2026-06-12

Published In: Volume 14, Issue 3, May-June 2026

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