Advancing Green Marketing in Pakistan: Opportunities, Challenges, and Strategic Pathways for Sustainable Business Growth

Abstract

Green marketing has emerged as a popular concept in Pakistan because of the growing awareness of the environment and the shift in consumer behavior. This paper aims to identify the new trends and issues in green marketing, the level of business engagement, consumer attitudes, and policies and comparisons across countries. The study shows that green marketing is feasible in Pakistan but due to some barriers like poor policy implementation, high cost of production, and consumer skepticism, it is not fully effective. Based on these observations, there is a need to make strategic reforms in policies and government support, financial incentives as well as embracing digital marketing strategy for SMEs to enhance sustainability standards. Enhancing multi-stakeholder engagement can help Pakistan to develop a green economy and integrate the country into the global sustainable development agenda.