PROBLEMS IN IMPLEMENTING GREEN MARKETING STRATEGIES AND THEIR SOLUTIONS

Abstract

This article examines the key problems that arise in the implementation of green marketing strategies and identifies practical solutions for improving their effectiveness in modern economic conditions. Green marketing has become an important strategic direction for enterprises seeking to combine commercial success with environmental responsibility. However, many companies face serious barriers, including limited consumer awareness, high implementation costs, insufficient regulatory support, weak corporate ecological culture, the risk of greenwashing, and difficulties in measuring environmental performance. The article emphasizes that green marketing should not be understood only as the promotion of environmentally friendly products, but as a comprehensive managerial approach that covers product design, production, packaging, logistics, communication, pricing, and consumer education. Special attention is given to the relevance of green marketing for developing economies, where enterprises often experience financial, technological, and institutional limitations. The study argues that effective solutions require an integrated approach based on transparent communication, eco-innovation, sustainable branding, stakeholder cooperation, digital tools, and stronger environmental standards. The findings indicate that green marketing can become a source of long-term competitiveness when it is supported by real ecological practices rather than declarative advertising. The article concludes that enterprises should move from short-term promotional campaigns to systematic sustainability-oriented business models that create value for consumers, society, and the environment.