Volume VI Special Issue IV April 2026

Name of Author : Dr Sunoy M S

Title of the paper : Strategic Integration of Sustainability A Small Business Perspective

Abstract: Environmental sensitivity of business is always a hot topic of debate. Environmentally responsible business performance is commonly referred as green marketing. It is not much used with small business as they are considered harmless. But the amount of waste and the environmental impact is considered in aggregate MSMEs are also very significant. In order to make the MSME sector globally competitive, green marketing is a must. This paper tries to analyze the concept of green marketing, its importance to small business the challenges they have to face if try to pursue green marketing etc. The Government and social system has significant role to play in making a small business sustainable. The present paper also tries to identify the necessary systemic support needed for the development of sustainable small business sector.

Keywords : Corporate social responsibility, Environmental consciousness, Green marketing, MSMEs, Sustainability.

DOI :

Page Number : 277-285