Climate change is a major concern for the countries around the globe and managing it is a big challenge. On the other side, rising population especially for the countries which are densely populated is a major concern impacting the way resources are utilized. To address such challenges and for proper utilization of the resources, taking advantage of technology becomes very essential. Advancement in technology has provided the organizations different means for producing and delivering goods and services to their customers, and one of the options is to adopt for green practices. When following green practices, some organizations may totally adopt green practices for all its functions, and some may limit them to some functions. Organizations can leverage green practices by associating and branding themselves with such practices. The purpose of this study is to understand the concept related to green branding covering various aspects like meaning, features, and importance. It also aimed to understand the different factors that may impact the selection of green hotels and finally, it will also focus on exploring the various challenges related to green branding. For data collection secondary data is used. Sixty-nine research papers related to green branding, green marketing, factors affecting green hotels have been studied. Firstly, it provides the knowledge about the reasons for the adoption of green practices. It highlights the factors as well as the causes that states why a firm or the organization should move towards sustainability. Then it covers various meaning and definitions of the green marketing, so the readers will become aware about the concept of green marketing. Furthermore, it covers the meaning of branding and the concept of green branding. It discusses about the reasons why an organization should embrace the green branding. The next segment of the chapter covers about the green hotels, here the factors affecting selection of green hotels are being identified. These factors are of great importance for the marketing managers, as these factors provide valuable insights for hotel managers or businessman in developing marketing strategies that effectively promote eco-friendly hotel options to consumers. As there are opportunities for the businesses for going green, there are challenges also in going green. So, the last segment will help the marketers in understanding the various challenges associated with green branding.