A STUDY ON EFFECT OF GREEN MARKETING STRATEGIES ON FINANCIAL PERFORMANCE OF SELECTED NSE LISTED COMPANIES: A SYSTEMATIC REVIEW OF LITERATURE

Abstract

Green marketing has emerged as a crucial strategy for aligning business operations with environmental sustainability while enhancing organizational performance. This review synthesizes extensive literature examining the intersection of green marketing strategies, company performance, consumer behavior, and contextual factors across diverse industries and regions. The findings indicate that the implementation of comprehensive green marketing practices— such as eco-friendly product design and sustainable supply chains—can yield both financial and non-financial benefits. However, the results are heterogeneous, with some studies reporting limited or even negative effects on financial outcomes. The review identifies significant research gaps, including a paucity of evidence from developing economies, limited focus on SMEs, and inadequate exploration of mediating factors such as innovation and corporate image. Furthermore, issues such as greenwashing, the disparity between consumer attitudes and behaviors, and the impact of digital transformation remain insufficiently explored. Future research should employ longitudinal and mixed-method approaches, enhance theoretical integration, and concentrate more on emerging markets and technological contexts.