Changes in behaviour on the part of consumers and stakeholders are encouraged as a result of the implementation of the Sustainable Development Goals (SDGs) and the growing number of environmental challenges. As a result, stakeholders attempt to invest in environmentally friendly businesses and initiatives, customers choose to purchase green goods rather than conventional ones, and investors prefer to interact with eco-friendly businesses. In this scenario, businesses need to immediately adjust their business strategies so that they conform to the current trend of shifting away from excessive consumption and toward environmentally responsible consumption. This procedure results in an increase in the frequency with which greenwashing is used as an unscrupulous marketing technique to showcase the company's environmental successes. This article explains green marketing, why becoming green is essential, reviews some of the reasons firms are adopting green marketing strategies and addresses some of the issues associated with green marketing          .

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Keywords: Greenwashing, SDGs, Eco-Friendly Businesses, Green Marketing, Business Strategies.