there arises a need to preserve and protect the earth's natural environment and finite

resources. Both the marketers and the consumers are nowadays focusing on green

products and services. Going Green, Sustainability, Green revolution, Ecofriendliness,

Save Earth, Save Planet are the new philosophies of today's scenario. To

accompany these philosophies, industries are adopting Green Marketing in order to

sustain in the market place. What actually is Green Marketing and how does it lead to

sustainable development is the objective of this paper titled ”Sustainability through

Green Marketing”. The paper aims to highlight key strategies of marketing using a

Green Model.

Keywords: Green Marketing, Green Products, Green Consumers, Sustainability,

Sustainable Development