Abstract
The necessity of protecting the environment is clear due to the escalating worldwide environmental problems and the growing environmental consciousness among consumers, making it a vital topic of discussion for humanity. Businesses should strive to achieve maximum economic benefits while also taking into account environmental considerations to ensure a sustainable and optimal solution that benefits both the economy and the environment. Sustainable marketing has evolved as a new concept to assist firms in their operations. This paper examines the importance and strategies for sustainable marketing through methods of literature analysis and case study, such as Procter & Gamble. This study concludes that sustainable marketing benefits organizations by improving their brand image, increasing consumer loyalty, and steering their development towards more ecologically responsible practices. Sustainable marketing has problems such as significant expenditure and uncertain returns on benefits. Thus, organizations should assess themselves before developing precise sustainable marketing strategy. The primary contribution of sustainable marketing is to enhance firm economic benefits while also significantly contributing to environmental conservation.
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