The article presents an in-depth analysis of Russian and foreign studies that reveal the essence of environmental marketing. It not only concretizes the theoretical aspects and current trends in the development of this field, but also presents various, sometimes contradictory, approaches to the interpretation of this concept. The study traces the history of the emergence of environmental marketing, highlighting the key stages of its evolution. The fundamental theoretical concepts of environmental marketing, its definition and role in the modern economy are considered. The basic principles and methods are discussed, considering both the integration of environmental aspects into marketing strategies and awareness of environmental responsibility on the part of businesses and consumers. The information and empirical basis of the work was the works of prominent Russian and foreign authors, official documents, materials and up-to-date data from websites devoted to the studied issues.