Green marketing is rooted in the broader concept of **Environmental Sustainability**, which aims to meet the needs of the present without compromising the ability of future generations to meet their own needs. This involves practices like **Recycling** and the use of **Renewable Energy** sources to minimize environmental impact.

**Corporate Social Responsibility (CSR)** plays a significant role in green marketing. CSR initiatives often include environmental practices that align with green marketing strategies, thus reinforcing a company's commitment to sustainability.

To ensure the authenticity of green marketing claims, companies often perform a **Life Cycle Assessment (LCA)**. LCA evaluates the environmental impact of a product from its creation to its disposal. Similarly, an **Environmental Impact Assessment** is conducted to predict the environmental consequences of proposed initiatives before they are carried out.

One major challenge in green marketing is avoiding **Greenwashing**—the practice of making misleading claims about the environmental benefits of a product. Transparency and adherence to genuine eco-friendly practices are crucial to maintaining consumer trust.

Adopting **Energy Efficiency** measures and promoting **Eco-Friendly Products** are strategies often used in green marketing to reduce a company’s **Carbon Footprint**. This not only benefits the environment but also appeals to eco-conscious consumers.

Finally, **Ethical Marketing** and **Ethical Branding** are essential for maintaining integrity in green marketing. These concepts ensure that all marketing practices are not only environmentally responsible but also honest and respectful to consumers.