The current study examines the role of entrepreneurial quality through its key dimensions, which include ambition, innovation, cooperation, and proactive orientation, within the context of sustainable marketing, defined across economic, environmental, and social dimensions. The research problem centres on clarifying the relevance of these variables to provide practical and field-specific insights. The significance of this study lies in its potential to guide business organisations in adopting entrepreneurial quality as a strategic approach. A descriptive methodology combined with data analysis and interpretation was employed. The study sampled 100 respondents, comprising department and divisional managers from Al-Waha Company for Soft Drinks and Mineral Water. Data were collected through a questionnaire and analysed using appropriate statistical methods. These included measures of reliability and normal distribution (Cronbach’s Alpha), along with statistical tools such as the weighted arithmetic mean (multiplied by 20%), standard deviation, coefficient of variation, and simple correlation coefficient. The findings indicated a positive and significant relationship between the various dimensions of entrepreneurial quality and sustainable marketing. This relationship underscores the need for Al-Waha Company in Babil Governorate to intensify efforts in adopting and promoting entrepreneurial quality dimensions to enhance its sustainable marketing practices