Environmental issues are escalating in severity with the rapid progression of globalization. Despite the pervasive impact of environmental challenges on all facets of human activities, only a few academic disciplines have integrated green themes into their literature. The pressing need for a holistic approach to address environmental concerns has spurred businesses to reassess and modify their behaviors. This shift is a response to the evolving societal consciousness regarding environmental issues. The proliferation of green marketing strategies is a direct consequence of the changing dynamics within the consumer market. As businesses strategically align themselves with the environmental concerns of consumers, there is a noticeable increase in the frequency with which they target environmentally conscious consumers. Green marketing, as a multifaceted approach, involves the creation and promotion of goods and services that not only cater to consumer demands for reliability, efficiency, cost-effectiveness, and convenience but also ensure a minimal negative impact on the environment. This paradigm shift reflects a broader trend wherein businesses are adapting to consumer preferences and values related to sustainability and environmental responsibility. In this evolving landscape, the intertwining of business strategies with environmental consciousness underscores the crucial role of green marketing in shaping the future trajectory of commerce.