This chapter emphasises the sustainability responsibility of businesses and the importance of green marketing with the increase in environmental problems. Green marketing aims to gain consumer trust by going beyond environmentally friendly products and services. With the start of green marketing activities, it is also known that some businesses have turned to greenwashing practices for various reasons such as recognisability and high profit margin expectations. In this study, firstly, the definition, history and conceptual framework of green marketing are explained, and greenwashing and consumer perception are also included. In this context, how green laundering can negatively affect the environmental efforts of businesses and the strategies that can be developed against it are examined. In addition, by giving examples of green laundering of some businesses, the importance of providing transparent information to the consumer is emphasised. The study aims to theoretically address how green marketing and combating green laundering can shape future marketing strategies that can contribute to the long-term sustainability goals of businesses.