The sustainable business approach integrates environmental and social responsibilities into trade operations in line with the goal of optimizing resource use and minimizing negative ecological impacts. Another sustainable-based approach, the concept of green marketing, contributes to the promotion of products and services based on their environmentally friendly qualities, increasing consumer awareness and creating a positive corporate image. In addition, green marketing supports innovation by encouraging the development of environmentally friendly products and services that provide also cost savings. The modern world is facing significant challenges such as resource scarcity, environmental pollution, climate change, water and energy crises. Therefore, consumer demand for sustainable production and trade processes, environmentally friendly products and services is increasing, especially among the Generation Y and Generation Z demographics who prioritize ecologically conscious choices. Considering that the purchasing power of the future will be in the hands of this demographic structure, ignoring the demands of these individuals carries the risk of negatively affecting the success of businesses. The main purpose of this study is to reveal how the integration of sustainability-based approaches into the commercial activities and marketing strategies of businesses can improve businesses and how this process can benefit both businesses, consumers and the environment. For this purpose, sustainable trade and green marketing concepts, important elements of these concepts and application examples are explained and suggestions are made for creating long-term sustainable business structures.