In today’s environment, the green marketing concept is booming, and it is also pressing the need towards Sustainable Development Goal 2, which is connected to the sustainable agriculture market, ensuring food security and making it compatible with the environment. This research explores how green marketing principles intersect with sustainability objectives in today’s competitive marketplace. It examines environmentally conscious marketing strategies and their role in supporting environmental protection, as well as the advancement of sustainable food and other eco-friendly products. This research instigates the green marketing concept in India to influence consumer behaviour and corporate strategies that align with the SDG 2 objectives. It also highlights the risk and associated challenges with green marketing initiatives. The study focuses on the role of green marketing products, sustainable agriculture, and the empowerment of small farmers’ products in the competitive market. Overall findings reveal that the concept of green marketing reshapes the entire market and reshapes business practices and consumer preferences in a direction that supports the achievement of SDG 2 and the development of sustainable development goals.