Sustainability has become an important consideration for businesses as consumers, communities, and regulators increasingly expect responsible use of resources and honest environmental communication. Green marketing connects environmental considerations with product development, packaging, promotion, distribution, and customer relationships. Branding helps communicate a company’s values and distinguish its products, but sustainability claims must be supported by actual practices. This paper examines the relationship between sustainability, green marketing, and branding, with attention to customer trust, product positioning, responsible communication, and the risk of greenwashing. The study follows a conceptual and descriptive approach based on secondary literature and published guidance. It considers how businesses can integrate sustainability into their operations and brand communication, and how they can avoid unsupported or exaggerated claims. The analysis indicates that sustainability-oriented branding is more credible when environmental commitments are specific, transparent, relevant to the product, and supported by evidence. Green marketing should therefore be treated as a business-wide responsibility rather than a promotional slogan.

Yash Subhash Haral, Dr. Atul B. Tekade, "The Study on Sustainability, Green Marketing & Branding" International Journal of Scientific Research and Engineering Development, V9(5): Page(1944-1948) September - October 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.