Archive
ANCIENT LAND 2026
Green Marketing and ITS Impact on
Economic Development
Medina Allahverdiyeva 
Abstract. Green marketing is one of the modern marketing approaches that plays an important role in environmental protection and sustainable development. It involves the application of environmental principles in the production, promotion, and sale of goods and services with the aim of minimizing negative impacts on the environment. This article examines the concept of green marketing, its historical development, its impact on consumer behavior, and its contribution to economic development. The study shows that increasing environmental awareness encourages consumers to prefer safer and more environmentally friendly products, which in turn motivates companies to adopt green strategies. Green marketing contributes to the creation of new economic sectors and employment opportunities, increases investment, promotes efficient resource use, and strengthens enterprise competitiveness. International experience demonstrates that government support, environmental standards, technological innovation, and consumer demand play important roles in the development of green marketing. In Azerbaijan, the development of renewable energy, the transition toward a green economy, and environmental awareness initiatives create favorable conditions for the expansion of this field. However, greenwashing, high initial costs, technological limitations, and insufficient environmental awareness remain important challenges. Addressing these challenges through appropriate government policies, technological innovation, consumer education, and cooperation between government and business can contribute to the wider adoption of green marketing and sustainable economic development.
Keywords: green marketing, sustainable development, environmental responsibility, green economy, eco-friendly products, consumer behavior, renewable energy, environmental protection, economic development
Views: 8