Beyond Green Promises: Ethics and Integrity in Green Marketing and Eco-Branding

In an age where sustainability drives consumer preferences and corporate strategies, green marketing and eco-branding have emerged as powerful tools. However, the ethical landscape surrounding these practices is complex. This chapter explores the core concepts, ethical considerations, challenges like greenwashing, and best practices to maintain integrity in green marketing. It also discusses regulatory frameworks and case studies to illustrate the fine line between promotion and deception in sustainability-driven branding.