Abstract:
This paper reviews the relationship between green marketing and organizational sustainability. In order to achieve the
review objectives, a systematic review of literature was conducted by using an archival method. This review process
has used more than fifty research papers which are relevant to reviewed concepts. Findings of the review suggest that
there are positive relationships among the green marketing and economic performance, green marketing and social
performance and green marketing and environmental performance. Overall findings of the review suggest that green
marketing has power to create organizational sustainability by equally contributes to economic, social and
environmental performance. Finally, this review proposes a conceptual model which is useful to test and understand
the relationships among the reviewed concepts empirically in the future.
