Assistant Lecturer: Moayad Al-Hashemi Amid growing global environmental awareness, green marketing has emerged as a modern strategy where profit goals intersect with environmental protection. It is not merely about promoting eco-friendly products, but rather a comprehensive philosophy that encompasses the design of sustainable products, recyclable packaging, and manufacturing processes that minimize the carbon footprint. Companies adopt this approach in response to a new generation of consumers who prefer socially and environmentally responsible brands. It also enhances the brand’s image and increases its competitiveness in the market. However, the greatest challenge lies in “greenwashing,” where companies make false environmental claims. Therefore, the commitment must be genuine, supported by transparency and measurable practices. Conclusion: Green marketing is no longer a luxury option but has become a long-term investment in the future of both the company and our planet Al-Mustaqbal University ranks first among private universities