Sustainable development relies on an ambitious idea that development must not endanger the future of incoming generations by spending non-renewable sources and long-term devastation of the environment. The main objective is to ensure sustainable use of natural resources at national and international level. One of the essential assumptions in raising the level of environmental awareness among consumers to increase their interest in buying green products will eventually trigger producers and organizations to focus on producing more sustainable products. Therefore, sustainable marketing is being developed which will affect consumers and the direction of organization in the future by allowing them space to jointly assume their commitments regarding the social and ecological effects of production and consumption. Within sustainable marketing products, services and all marketing activities are shaped and implemented taking into account the action and impact that they may have on the environment and the society as a whole. The companies that take initiative and even at an early stage adopt the principles and practices of sustainable marketing in their business will surely be recognized as leaders and examples of good ecological and social responsibility practices in their business segment. And the buyers will undoubtedly know how to honor them.