This paper reviews the literature about green marketing and sustainable development emphasizing on the strategy of green marketing for environment issue faced by the world these days. This review shows that individual and organization behaviour factor may achieve benefit from green marketing strategy and on the same time protect the environment to reach sustainable development. Environment-preservationbased marketing is a new way of marketing that becomes a potential and strategic opportunity that has multi-profit (multiplier effect), not only to the business practitioners, but also to the community as the users. Organization identity is a motivator that influence the behaviour of an individual in an organization. The element of environment leadership can be considered as a symbol of the organization identity in relation with the environmental issues because it is a dynamic process where a leader of an organization can influence the interpretation of the environment issues. The leader is responsible to create work ethos through creating the strategy of vision and mission with environmental concept. In the end, the green marketing strategy can improve the company performance, personal reward, better physical environment and sustainable development.