Challenges in Adopting Green Marketing Strategies: A Study of Small and Medium Enterprises

This article provides a systematic literature review (SLR) on the challenges faced by small and medium enterprises (SMEs) in adopting green marketing strategies. Green marketing refers to the promotion of products and services based on the environmental benefits, aligning business practices with sustainability goals and meeting the growing demand for ecofriendly solutions. Despite its potential to improve business performance and competitiveness, many SMEs face significant barriers to adoption. Through a SLR, this study explores these challenges by synthesizing findings from different regions and industries, providing a comprehensive analysis of factors that influence the success of green marketing strategies. This study identified key barriers, such as the high cost of sustainable practices, limited marked access, and inadequate consumer demand for ecofriendly products. This study also shows that although businesses recognize the potential of green marketing to drive competitive advantage, its implementation is still hampered by practical challenges, especially for SMEs in a diverse economic context. Research recommendations for future are developing region specific green marketing frameworks, exploring innovative financing mechanisms to support green initiatives, and further investigation of digital platforms in improving the visibility and success of sustainable marketing strategies. These SLR provide valuable insights for researchers and practitioners aiming to encourage more sustainable business practices and bridge the gap between environmental goals and market realities.