This is a conceptual paper to study the effects of green marketing strategy on the firms' performance. The paper aims at presenting the reviews of the literature on the green marketing and analyses the four factors that will influence the firms' performance. As green marketing strategy become increasingly more important to firms adhering to a triple-bottom line performance evaluation, the present paper seeks to better understand the role of "green marketing mix" as a marketing strategy. The conclusion that was drawn is that, green product, price, distbution and pormotion have a positive effect on the firms' performance.

The main aim of this paper is to explain the why the world introduced the concept of sustainability. On the other hand, this paper will explained the green marketing and green economy as a parts of sustainability. The paper is important, as it will enrich the database of the literature regarding the sustainability, green marketing and green economy.