Green marketing encompasses marketing activities based on environmental sensitivity and sustainability, aiming to minimize environmental impacts in all processes such as product design, production, promotion, and distribution. This concept seeks to meet the expectations of environmentally conscious consumers while also contributing to environmental sustainability. In the gastronomy sector, the concept refers to the efforts of food and beverage businesses to reduce their environmental impact through practices such as water and energy conservation, waste management, the use of sustainable food, and the preference for eco-friendly equipment. Issues such as global warming and environmental degradation have led to increased environmental awareness and consciousness among consumers. Consequently, food and beverage establishments have become more sensitive to environmental issues and have been encouraged to adopt green innovation practices. Green innovation processes, guided by national and international green certification organizations, compel restaurants to adopt environmentally friendly practices. Among the primary goals of these organizations are: improving product quality, reducing waste, minimizing the use of natural resources, ensuring access to clean and healthy food, preserving energy and water efficiency, promoting recycling and composting, and increasing the use of local, organic, and sustainable products. In this context, green practices adopted by gastronomy businesses are transforming business models and operational processes. In particular, the use of artificial intelligence and smart technologies in kitchen operations contributes to both time and labor savings, while also helping to produce healthier food. Additionally, practices such as waste separation and recycling play a significant role in achieving sustainability goals. This study examines the concept of green marketing in the gastronomy sector from the perspective of food and beverage businesses and evaluates the transformation of the sector within the context of environmental sustainability.