Section Article

An Analysis of the Implementation of Green Marketing Strategies: Challenges and Potential Advantages
Author(s): Harmanpreet Kaur

Abstract
Green marketing has emerged as one of the most transformative strategic approaches for organisations operating in an era defined by rising environmental consciousness regulatory pressures resource scarcity and shifting consumer expectations. The rise of climate change concerns and sustainable development agendas has compelled companies across sectors to adopt eco-friendly production systems environmentally responsible branding practices and green value propositions. This research paper examines the implementation of green marketing strategies focusing on the challenges organisations face and the potential advantages they gain when integrating environmental considerations into marketing decisions. The study explores how companies develop green products redesign supply chains utilise eco-labelling and certification systems invest in sustainable packaging and leverage green branding as a tool for competitive differentiation. It highlights that while green marketing offers long-term economic ethical and strategic benefits organisations often struggle with high implementation costs consumer scepticism regulatory compliance burdens lack of green awareness and fears of being accused of “greenwashing.” Using a qualitative analytical and conceptual framework supported by literature and secondary data up to 2018 the paper concludes that green marketing can serve as a powerful instrument of corporate sustainability—helping firms build trust enhance brand equity stimulate innovation and contribute to broader ecological welfare—provided its implementation is transparent consistent and integrated across organisational processes.