Abstract
In the face of growing environmental concerns and the need for more sustainable practices, businesses increasingly recognize the importance of incorporating sustainability into their marketing strategies. This research paper aims to explore the concept of sustainable marketing and its impact on society, specifically focusing on marketing strategies that promote eco-friendly lifestyles. Through an in-depth analysis of existing literature, case studies, and empirical evidence, this paper investigates how sustainable marketing initiatives shape consumer behavior and foster positive societal changes. The study also examines the various opportunities and challenges businesses encounter while implementing eco-friendly marketing strategies, shedding light on the potential benefits for both the environment and business performance.
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