Hereby is considered how the phenomenon of sustainable development affects undertakings and their business. When people found out that they are harmful to the environment, they started to look for other forms of development which aspire to balance between nature and human community. They found out that there is a need for an other type of development in the future based on sustainable development. Today, increasing number of managers believe that their companies in the future are insured by introducing principles of sustainable development to all forms of their functioning. Changes in surroundings and community, technology and economic development have big influence not also on changes in business, but also over the wishes and needs of consumers. Consumer have started to act more responsible to environment. The segment of environmentally friendly consumers has been created. Sensitiveness of consumer in the case of environment was instantly recognised by companies, and that is how the concept of the green marketing was created. The aim of this thesis is to point out how the concept of green marketing is the one of the most important activities of companies. Managers understand that by taking along the concept of green marketing the bigger competitive advantage and bigger profits will be accomplished and also contribute to environmental safety. The concept of green marketing includes several activities such as modification of product, changes in the process of manufacturing, changes in looks of packaging and also different type of advertisement. Hereby is pointed out how the competitive advantage is one of the biggest advantages of green marketing. Competitive advantage is acquired by those companies which really aspire to the aim of sustainability and which with a key role of entrepreneurship and with enduring innovations offer to buyers valuable product, thereby providing a reason for bargain. Green marketing knot consists of the green product, green packing, green price, and green marketing communication is elaborated in this thesis. Process of the adjustment of the network of green marketing 49 is very difficult. Understanding of characteristics and behaviour of consumers demands serious efforts from professionals. Companies such as Biovega and Toyota recognised how important is the care about the environment. By including green marketing in business consumers recognise them and have confidence in their products. With their high quality standards, care about environment and consumers those companies were awarded with several rewards and certificates from the begging of their business.