Green Marketing in Organizations’ Sustainable Practices: A Systematic Review

Abstract

Objective: The objective of this study is to investigate the potential organizational applications of green marketing that contribute to sustainability.   Theoretical framework: The relationship between marketing and sustainability poses challenges for organizations, which can support the proposal of green marketing to encourage a shift away from traditional commercial practices toward a model that places the environment at its core.   Method: The methodology adopted for this research comprises a systematic literature review, based on a search for articles on the subject in the Scopus database, which served to support the information used for the research analysis.   Results and Discussion: The results revealed that studies on green marketing are not yet well-established and that there has been an increase in publications since 2019. Green marketing can contribute to sustainable value creation within organizational dynamics; it fosters an environment of shared responsibility in product purchasing; and it influences the organization’s perspective on the environment.   Research Implications: The limitations of this article are evident in the scope of the data collected, which, while providing an overview of the current state of the field, leave open the question of the best approach for future research.   Originality/Value: The gap addressed by this study lies in the need for future research that explores this topic in greater depth. By demonstrating a deeper understanding of the current state of the art, the authors pave the way for the development of future frameworks that can be tested within organizations.