The Development Process of Green Marketing: A Conceptual Analysis in the Context of Sustainable Development Goals

Abstract

This study aims to examine the development of green marketing within a holistic framework in the context of the Sustainable Development Goals (SDGs), explaining the historical transformation of the concept, its current strategic position, and its interaction with sustainability policies. Adopting a qualitative research design, the study systematically analyzes academic literature, reports from international organizations, policy documents, and recent studies through document analysis, thereby providing an in-depth evaluation of the evolution of green marketing from its emergence to its conceptual foundations and its integration with the sustainable development perspective. The originality of the study lies in its approach to green marketing as a broad and multidimensional sustainability strategy that extends beyond environmentally friendly product development to include production processes, supply chain management, energy efficiency initiatives, corporate governance, brand positioning, and stakeholder relations. Moreover, the study reveals that the SDGs established by the United Nations serve not only as an environmental responsibility framework but also as a strategic guide that enhances economic competitiveness, strengthens corporate reputation, and supports the development of long-term strategies aligned with stakeholder expectations. By demonstrating that the alignment of green marketing practices with the SDGs contributes to improved environmental performance, societal welfare, and the practical implementation of sustainable development policies at the corporate level, the study provides a comprehensive theoretical framework that bridges the historical evolution and contemporary applications of green marketing. In doing so, it offers both a valuable theoretical reference and significant insights for businesses aiming to design sustainability-oriented marketing strategies.