Sustainable Practices in SMEs: A Study on the Impact of Green Marketing on Business Performance

Abstract

This study explores the role of sustainable practices and green marketing in small and medium-sized enterprises (SMEs) and their impact on business performance. By employing a literature review methodology, the paper provides a comprehensive analysis of previous research to assess the correlation between green marketing strategies and enhanced business outcomes. Findings highlight the importance of adopting eco-friendly practices for long-term competitiveness and profitability. SMEs play a critical role in driving sustainability due to their significant contribution to global economies. Green marketing not only enhances brand reputation but also fosters customer loyalty and increases market share. However, SMEs face challenges such as financial constraints and limited expertise in adopting green strategies. This study emphasizes the need for collaborative efforts among stakeholders to support SMEs in implementing green practices effectively. The results provide valuable insights into the potential of green marketing to transform business practices while addressing environmental concerns, creating a win-win situation for both businesses and society.

Keywords: Green Marketing, SMEs, Sustainability, Business Performance, Eco-Friendly Practices