Environmental Business. : Green Marketing and Industry 5.0 as movement towards global-wellbeing in business processes.

Abstract: Background:  Green Marketing faces an upward trend; global well-being becomes more and more important while at the same time the new age of Industry 5.0 is ahead. All those components contribute to increasing environmental business activities.      Purpose:   The purpose of the study is to elaborate under which considerations Green Marketing can be successfully implemented by businesses in respect of the changing environmental processes lead by Industry 5.0 and the associated movement towards environmental and global well-being.    Method:  This study is of qualitative nature and follows an inductive interpretivist approach. The literature review as secondary research data is complemented by primary data conducted through mixed methods of expert interviews and a focus group.   Conclusion:  Likewise, opportunities and challenges within environmental business appear. The developed framework illustrates the interconnection inter alia of green marketing and Industry 5.0 that contribute to a successful execution to reach global well-being. Summarizing a holistic approach towards global well-being is indispensable.