ABSTRACT
The rise of sustainable marketing marked a shift in how society views the environment. Due
to the increasing concerns about the harmful effects of climate change, people started
demanding more eco-friendly products. This has opened up new opportunities for businesses.
Due to the increasing concerns about the harmful effects of climate change, people started
demanding more eco-friendly products. This has opened up new opportunities for businesses.
Due to the limited resources that businesses have, it is important that they use them
efficiently to achieve their goals. Green marketing strategies is also about developing new
and improved products that are designed to meet the needs of the environment. Doing so will
allow companies to gain an advantage over their competitors. In 2020, it has been estimated
that the Earth is experiencing climate change due to human activities. Most climate scientists
agree that the effects of global warming are caused by the pollution and depletion of natural
resources. Aside from natural disasters, climate change also causes the extinction of marine
life and diseases. Due to the seriousness of this issue, many companies have started adopting
a sustainable business concept. This concept combines the various aspects of a company's
operations. The goal of a sustainable business concept is to create a more environmentfriendly environment for the company. According to many executives, it can help them gain a
company‟s competitive advantage.
This study is carried out using various sources, such as academic journals and digital books.
It is then analyzed to find out the most effective Green Strategies that businesses have
adopted to increase their awareness and business but nowadays it have been misused by many
organizations.
Keywords: Ecological Products, Strategies, Steps to become eco-friendly, Economic and
Environmental Sustainability, Misuse as Green washing