Green marketing has evolved from a narrow focus on eco-friendly promotion into a strategic mechanism for reshaping value creation, delivery, and capture in firms. Contemporary scholarship shows that effective green marketing is increasingly tied to product design, supply-chain transparency, circularity, stakeholder engagement, and business model innovation rather than to communication alone(Bhat et al., 1993; Stubbs et al., 2008). This review synthesizes literature on the rise of green branding, eco-labelling, digital traceability, circular economy practices, and greenwashing risk, while also examining how these trends contribute to sustainable business models (Rahman & Nguyen, 2022). The analysis suggests that sustainable outcomes are most likely when green marketing is embedded in organizational routines, supported by environmental ethics, and aligned with broader business model transformation(Han et al., 2019; Cosenz et al., 2019). The paper concludes that emerging green marketing trends are creating both competitive opportunities and governance challenges, especially around consumer trust, regulatory consistency, and credible sustainability disclosure(Persakis et al., 2025).