Green marketing has emerged as a key strategic approach for promoting environmental sustainability by encouraging responsible consumer behaviour and eco-friendly business practices. Despite its growing importance, achieving a sustained long-term impact remains challenging. Several barriers, including economic limitations, inconsistent regulatory frameworks, technological constraints, and consumer skepticism, hinder its effectiveness. Moreover, concerns regarding greenwashing and lack of consumer trust further weaken the credibility of sustainability claims made by organizations.

The present study aims to identify and analyze the major challenges affecting the effectiveness of green marketing in supporting sustainable development. It adopts a mixed primary and secondary data–based approach, drawing insights from scholarly journals, industry reports, government policies, documented case studies and consumer responses. This approach helps in understanding both global and regional trends in sustainable marketing practices, along with the obstacles faced by organizations in implementing green strategies.

The findings reveal that while green marketing plays a vital role in promoting sustainability, its success depends on transparent communication, strong environmental regulations, technological innovation, and enhanced consumer awareness. The study also suggests strategic recommendations for businesses, policymakers, and stakeholders to improve the credibility and implementation of green marketing initiatives, thereby contributing to long-term environmental and economic sustainability.