Green Marketing Untuk Bisnis Berkelanjutan

Abstract

Green marketing is an essential strategy for realizing sustainable business amid increasing public awareness of environmental issues. This study aims to analyze the role and implementation of green marketing in supporting sustainable business and to explore the opportunities and challenges faced by young entrepreneurs in this context. The research method used is a literature study with a descriptive qualitative approach. The results show that green marketing can enhance corporate image, drive innovation, and build consumer loyalty toward environmentally friendly products. These findings have significant implications for business actors and policymakers in designing marketing strategies and policies that support the green economy.