The book explores important areas such as green consumer psychology, behavioural transformation, green nudging, artificial intelligence in sustainable marketing, climate-risk communication, resilience branding, regenerative marketing, circular consumption, nature-positive business models, and stakeholder-oriented value creation. It also examines how educational institutions shape sustainability-conscious consumers and how Green Human Resource Management, organizational culture, leadership, employee behaviour, and ESG practices influence the authenticity of sustainable marketing.

A central theme of the book is that meaningful sustainability begins within organizations and extends outward to consumers, communities, markets, and ecosystems. The chapters demonstrate that responsible marketing depends not only on environmental communication but also on transparent business practices, ethical governance, employee alignment, technological innovation, and measurable social and ecological impact.

With its interdisciplinary and application-oriented approach, the book serves as a valuable resource for students, research scholars, academicians, marketing professionals, HR professionals, business leaders, policymakers, and readers interested in sustainable development. Published by Geet Govind Publication, it contributes to contemporary academic publications by offering practical and research-based insights into how businesses can create economic value while supporting environmental responsibility, stakeholder trust, and long-term societal well-being.

Green Future: Transforming Marketing Practices for Sustainability is an interdisciplinary academic book that examines how marketing is evolving in response to environmental challenges, technological advancement, changing consumer expectations, and the growing demand for responsible business practices. The book presents sustainability not merely as a promotional theme, but as a strategic approach that influences consumer behaviour, organizational systems, branding, innovation, education, leadership, and long-term market performance.

Edited by Prof. Harshit Agarwal, Professor of Marketing and Management at DBS Global University, Dehradun, Uttarakhand, India, and co-edited by Prof. (Dr.) Parikshit Kala, Professor at the Graduate School of Business, Tula’s Institute, Dehradun, the book brings together diverse academic perspectives on sustainable and future-oriented marketing. Their editorial guidance gives the volume a strong balance of conceptual depth, contemporary relevance, and practical application.

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Prof. Harshit Agarwal, Editor of Green Future: Transforming Marketing Practices for Sustainability, is an academician, researcher, and marketing educator associated with DBS Global University, Dehradun, Uttarakhand, India. His academic expertise includes Marketing Management, Consumer Behaviour, Brand Strategy, International Business, and contemporary management education.

In his chapter on Green Nudging and Behavioral Transformation, Prof. Agarwal examines how behavioural economics, consumer psychology, and digital technologies can encourage environmentally responsible consumption. The chapter explores the attitude–behaviour gap, nudge theory, social norms, cognitive biases, green defaults, choice architecture, and sustainable habit formation. It also discusses AI-powered recommendations, predictive analytics, green recommendation systems, gamification, carbon-footprint disclosure, sustainable loyalty programmes, and digital consumer engagement. Alongside these opportunities, the chapter addresses data privacy, algorithmic bias, consumer autonomy, transparency, and the ethical boundaries of behavioural influence. It presents green nudging as a practical, technology-enabled approach for making sustainable choices more visible, convenient, relevant, and easier for consumers to adopt.

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