A study of green marketing practices in the retail industry – Advantages and disadvantages

Abstract

Recently, there has been a noticeable increase in consumer awareness of environmental issues, leading to a
rise in eco-conscious behavior. This shift is influenced by factors such as a better understanding of the environmental
impact of human actions and a growing interest in sustainable living. Consequently, businesses are adapting their marketing
strategies to cater to this environmentally aware consumer base. This study aims to explore the implementation of
green marketing strategies within the retail sector, analyzing both the benefits and drawbacks of such approaches.