Green marketing has emerged as a critical concept in the global market, gaining increasing prominence in economies such as India and beyond. The growing consumer preference for environmentally sustainable products over conventional alternatives highlights the rising awareness of ecological concerns. This shift has significantly influenced consumer behavior and corporate strategies, necessitating the adoption of sustainable practices in production, advertising, and distribution. This study provides a comprehensive analysis of green marketing, its evolution, and the green marketing mix, while also addressing the challenges associated with environmentally conscious marketing. Furthermore, it examines key factors influencing the adoption of green marketing strategies and explores how businesses integrate eco-friendly practices to mitigate environmental impact. The research follows a descriptive approach, drawing insights from secondary sources such as books, scholarly articles, websites, and research publications.

Green Marketing, Evolution of Green Marketing, Green Marketing Mix, Sustainable Marketing Strategies