This chapter explores the concept of sustainable green marketing as an innovative business model in the contemporary corporate landscape. As consumers increasingly prioritise environmental sustainability and social responsibility, businesses are recognising the importance of integrating green marketing strategies into their operations. This chapter employs a case study of selected South African companies with a robust green marketing strategy. The findings of this study reveal that green marketing has emerged as a viable business model, enabling companies to reduce their environmental footprint while enhancing brand reputation and driving long-term growth. The case studies analysed showed that commitment to a green marketing strategy has resulted in improved transparency in sustainability reporting, corporate image, cost savings, stakeholder engagement, and responsible investment that considers environmental, social, and governance factors. Greenwashing and high initial capital investment in green marketing technologies were identified as major challenges. The study concludes that green marketing has the potential to be a viable business model as it strategically helps organisations to create sustainable competitive advantage by differentiating, aligning with environmental values and tapping into the market opportunities presented by the growing segment of environmentally conscious consumers.