The purpose of the study is to investigate the factors that determine the development of green marketing and green investments as an economic tool against the background of environmental, socio-economic problems experienced by the world along with the intensive nature of the globalization process. In the study, the importance of joint actions of both national states and business entities operating in the private sector in the direction of the formation of mechanisms that will promote green marketing and green investments is substantiated. The fact that the role of green marketing and green investments in preventing problems that may arise in the world in the next ten years, especially due to demographic growth, and ensuring sustainable development is becoming more intense can be characterized as increasing the relevance and importance of the research.