Waste management today is the biggest challenge of society when it comes to protecting the environment from various materials that harm the quality of life. Sustainable development includes environmental protection. The country is polluted by industrialization and negligence of human labor towards the environment. The balance between economic growth and sustainable development is a factor that can and should ensure the development of society as a whole. Green marketing as an aspect of sustainable marketing affects the quality of the environment through the process of planning and execution of the marketing mix in order to facilitate consumption, production, distribution, promotion, packaging and product improvement in a way that is less harmful to the environment. Green products contribute to better waste management because the materials from which the products are made can be recycled and reused, which has a positive impact on the quality of life and the environment. Through this paper, the theory of environmental sustainability and waste management is presented, and in practice the process of waste management is presented on the example of the company "Pula Herculanea" d.o.o. and CWMC "Kaštijun" d.o.o. Both companies deal with waste management in order to reduce pollution in the Istrian County.