Green Business/ Marketing: A Journey towards Ecofriendly and Sustainable Approaches?

During the last two decades, green and sustainable business models (GnSBMs) have become a popular topic of discussion among researchers, practitioners and policymakers. Preponderance of research and an expanding worldwide push to use GnSBMs need a full grasp of the state of research on GnSBMs. "Business should not be detrimental to society nor a parasite on society; rather, it should solely contribute positively to the well-being of society". As a result of this realization, sustainable business development has prompted a significant shift in the way that developing nations extend their business goals to include consideration of the global ecosystem and human development in accordance with the United Nations Sustainable Development Goals. This review focuses on the understanding o green business and marketing, history of green business models, practices of green business and various other aspects of green business.