Abstract
The importance of sustainable innovation and corporate environmentalism in deescalating the predicament on environment cannot be undermined. This chapter is intended to assess the significance of green innovation, green marketing, green technologies, and green supply chain innovation in propagation of environmental apprehension toward achieving a sustainable future. This chapter has been dissected into various paradigms aimed to contribute toward how effectively green paradigm could be propagated through corporate environmental intervention while pinpointing at the prodigious magnitude of green consumption behavioral disposition in delimiting the environmental downturn. By virtue of analysis of producer’s perception of sustainability awareness, the study concludes the inevitable need to promote green business practices to lead to transcendence toward a sustainable future in a congruent manner.
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