Preservation of the environment is a challenging task, which is why "Green Marketing" comes to the rescue. This concept focuses on informing consumers through labels and symbols on products, with the aim of raising awareness of environmental issues. Business often have to adapt to changes in the social and environmental context, as well as the development of technology and the economy. All these changes affect the desires and needs of consumers. The primary goal of Green Marketing is to make a profit, but in a way that simultaneously contributes to the preservation of the environment. The appearance of environmentally conscious consumers opens up new opportunities for the development and progress of business entities. This requires cooperation with suppliers, traders, partners and even competitors to achieve environmentally sustainable development. The purpose of this work is to show how Green Marketing is becoming one of the key activities within companies. Instruments used within the green marketing mix include green products, green packaging, green services, pricing adapted to green standards, labeling products and services as "green" and green communication. Consumers can be divided into five groups: from those who are extremely environmentally conscious, to those who occasionally buy ecological products, to those who do not care about the environment and social issues and do not buy ecological products. In practice, Green Marketing is analyzed using examples such as Bill Ford's campaign and the green bottle presented by Coca-Cola, then the positioning of bio&bio products and stores, and the positioning of EcoCortec and their products themselves. Special attention in the paper is devoted to the role of marketing in preserving the environment, to the explanation of environmental labels on packaging and to the consumers themselves, and a survey was also conducted.