This dissertation belongs to the field of study of environmental economics. This research examines, explains and argues the proposed EcoCuva model in light of numerous study cases. The main purpose is to study the challenges and opportunities SMEs have to face in the economic contexts of sustainable green marketing. The EcoCuva model is proposed and constructed to meet such challenges, and the EcoCuva model provides a viable and fresh approach, and a new tool for analysis and implementation of new product developments of SMEs. The research results of the technology-based life cycle assessment (LCA) hold a strong position in defining ecoproduct trustworthiness with focus on the technical characteristics of the product. In addition, the philosophy of the LCA is based on damage thinking, which is the opposite of the conceptual picture of an environmentally friendly product. The study resulted in an ecological model of product marketing EcoCuva that opens new understanding and strategic way to commercialize the products of small and medium-sized companies. This study highlighted the significance of the functioning of environmental policy as the creator of the ecological status of products and the importance of marketing as a means of communicating environmental data. According to the findings, the predominant practice does not correspond to the marketing requirements of the products of SMEs. The strength of controls, damage thinking and fragmentation hinder the development of the SME ecoproduct markets. As a solution, the new tool, EcoCuva (Ecological Classical Utility Value Analysis).