The Intersection of Marketing and Sustainable Product Innovation

Author(s)	Eshaa Jain
Country	India
Abstract	This paper examines the convergence of marketing and sustainable product innovation, highlighting its importance in today's marketplace driven by consumer demand for eco-friendly products, regulatory pressures, and technological advancements. It explores how companies like Patagonia, Tesla, and Unilever leverage sustainability in marketing to build brand loyalty and trust while addressing environmental concerns. The research discusses the benefits of integrating sustainability into marketing strategies and the challenges, such as greenwashing risks, high costs, and consumer scepticism. Ultimately, it argues that aligning marketing with sustainable innovation is crucial for competitive advantage, enhancing brand reputation, and meeting global sustainability goals, fostering a more responsible marketplace.
Keywords	Sustainability, Marketing, Brand Reputation
Published In	Volume 6, Issue 5, September-October 2024
Published On	2024-09-07
DOI	https://doi.org/10.36948/ijfmr.2024.v06i05.27206
Short DOI	https://doi.org/gwfgn3

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International Journal For Multidisciplinary Research