PAPER ID:IJIM/Vol. 10 (VI) October/6-10/2

AUTHOR : Nishi Tuli

TITLE : SUSTAINABLE STRATEGIES IN THE 4PS: EXPLORING GREEN MARKETING PRACTICES OF LEADING COMPANIES

ABSTRACT: Businesses all across the world are implementing green marketing techniques in response to more stringent laws, changing consumer expectations, and growing environmental concerns.This theoretical study examines how businesses are integrating sustainability into the conventional marketing mix—Product, Price, Place, and Promotion—in order to integrate their operations with environmental standards. Using case studies and examples from well-known businesses, the study shows how green practices are being applied in product design, environmentally-value-based pricing strategies, sustainable distribution methods, and open, environmentally conscious advertising campaigns. The study looks at how green marketing has evolved from being a niche notion to a strategic business imperative.

KEYWORDS : –Green marketing, Eco-labeling, Sustainable packaging, Product modification, environmentally safe production, Green advertising, Ecological responsibility, Corporate sustainability

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