Green Marketing Strategies: Driving Consumer Preference in the Era of Sustainability

Abstract

Sustainability has emerged as one of the most pressing global concerns, influencing industries, businesses, and consumers

alike. Green marketing—defined as the integration of environmentally friendly practices into product design, branding,

promotion, and distribution—has become a vital strategy for organizations seeking to align with changing consumer

values. This paper examines how green marketing strategies drive consumer preference in the era of sustainability. It

explores the underlying factors shaping green consumer behaviour, nalyses effective marketing practices, and identifies

challenges faced by businesses in achieving authentic sustainability. Using secondary data analysis and case studies, the

research reveals that consumers increasingly prefer brands that demonstrate ecological responsibility, transparency, and

innovation. The findings suggest that successful green marketing not only strengthens brand loyalty but also creates a

competitive edge in the marketplace.