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@article{206380,
        author = {Dr. Padmashree Chandak},
        title = {Green Marketing and Ethical Branding combined with Responsible Advertising: Based on Contemporary Practices, Challenges and Global Case Studies},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {2},
        pages = {1173-1180},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=206380},
        abstract = {Marketing methods are changing since climate change, digital transparency and stakeholder scrutiny are reshaping the marketing field. Responsible advertising, ethical branding and green marketing are the most effective methods for organizations to communicate and meet their environment, social and corporate governance (ESG) obligations. Between 2020 and 2025, this chapter analyses theory and global industry practice. It focuses on the most recent corporate practices, legislation and worldwide examples. It looks at the ways that the meanings of sustainability and ethics have transformed from simple, symbolic meanings to strategically fundamental meanings. The meanings are focused on, consumer trust, brand equity and the authenticity of the brand. The author analyses the implications of such marketing phenomena as greenwashing, ethical inadequacy of digital advertising, sustainability claims and the inadequate measurement of sustainability. The chapter develops the case for responsible marketing using both global and emerging market examples and provides scholarly practitioners and policymakers clear usable contributions as they work in markets that are increasingly transparent and demand accountability.},
        keywords = {Green marketing; ethical branding; responsible advertising; sustainability; ESG; consumer trust; greenwashing; digital ethics},
        month = {July},
        }