ABSTRACT
The beginning of 21st century faced environmental challenges such as resource conservation, climate changes, and global warming, which are directly related to offshoots of served business practices that have a detrimental impact on the economy, environment, and society. All the resources are depleting day by day and their sustainability needs to be replenished urgently. This chapter is intended to investigate the impacts of green marketing strategy on the firms’ performance through an analysis of the green innovation and green promotion. Marketing is central to global society, and when harnessed responsibly can encourage us to recycle, reuse, buy Fairtrade, eat healthily, drink sensibly, save energy, and support good causes. Marketing serves an important function in promoting economic development around the world, raising living standards in many countries (Fisk, 2001). The commercial potential following the recent economic crisis to further the goals of sustainability and provide ethical products and services remains considerable (Carrigan and de Pelsmacker, 2009). In the race for economic development, governments, society, and business have created environments in which marketing has flourished to serve consumer and societies’ needs. The term “sustainable” becomes a popular notion in recent
literature. It discusses the basic premise, that businesses have a responsibility to satisfy the human needs and wants while preserving nature. The current ecological challenges require the managers to formulate strategies that control pollutions and preserve the natural resources. Millar et al. (2012) stated that integrating sustainability into the organization is still a challenge and difficult for many leaders. Hence, many industries are adopting a green business strategy to ensure sustainable growth that encompasses the green characteristic of their business operation. Although on a voluntary basis, more and more companies are taking this initiative and it has become one of the main agendas and is important strategic concerns for companies. The remarkable growth of new green industries has attracted positive attention from the marketers.
