Green marketing has emerged as a pathway for fostering sustainable development. However, mixed views are prevalent in developing economies on the role of green marketing as a pathway to deliver transformative and structural changes required to stimulate sustained economic growth. This chapter introduces the evolving discourse on green marketing by highlighting the realities and imperatives necessary to implement sustainable green marketing strategies in developing economies. It calls for a multi-disciplinary approach that integrates the micro and macro perspectives to provide insights into the realities and imperatives that facilitate or inhibit the realisation of the sustainable green marketing agenda in Africa. The contestations associated with the governance and practice of green marketing are introduced. The role of environmental values, norms, beliefs, supply chains and the digital economy in promoting green marketing is acknowledged.