The world is moving towards sustainability through environmentally friendly practices. Green marketing practices also contribute toward sustainability by controlling and managing green products. The present study aims to provide an assessment of furniture brands in marketing 4.0 for successful green supply chain management (GSCM). Three famous furniture brands are evaluated by considering the various green marketing criteria. The Analytic hierarchy process-Group decision-making (AHP-GDM) is employed to evaluate and assess the criteria and furniture brand. The present study finds that green marketing practices can contribute toward successful GSCM 4.0 in Industry 4.0. It is found that brand performance evaluation criteria of product pricing, product value, and product quality are the three most important criteria which are compatible with marketing 4.0 and industry 4.0. The present study helps the practicing managers in the area of marketing 4.0, green manufacturing, green supplier selection for industry 4.0 for accomplishing successful GSCM for establishing “green” products as well as.

Keywords: Green marketing practices, Marketing 4.0, Supply chain management 4.0, Industry 4.0, Analytic hierarchy process-Group decision-making (AHP-GDM)