_____ involves a strategic effort by firms to supply customers with environmentally friendly, sustainable merchandise and services.

The correct answer is Green Marketing, which refers to the strategic approach that brands and companies use to promote their sustainable, environmentally friendly products and services. This practice focuses on developing and marketing products that not only satisfy consumer needs but also minimize environmental impact.

Green Marketing encompasses various activities, such as emphasizing the benefits of sustainable materials, ethical sourcing, and production processes that reduce environmental harm. Companies engaged in Green Marketing often communicate their commitment to sustainability through transparent practices and eco-friendly branding, appealing to environmentally-conscious consumers who prioritize sustainability in their purchasing decisions.

The other options, while related to sustainability, do not capture the entirety of the strategic marketing approach. Greenwashing refers to misleading claims about the environmental benefits of a product or service, which is not a genuine effort to promote sustainability. Eco-Friendly Advertising may focus on promoting sustainable products but does not encompass the broader strategic implications of Green Marketing. Sustainable Development relates to economic growth that meets current needs without compromising future generations, but it does not specifically address the marketing strategies used to communicate environmentally friendly practices to consumers.