Green marketing and its role in advancing sustainable business [Articol]

Abstract

Purpose of the article: The article analyzes the impact of green marketing on sustainable business practices, focusing on how environmentally responsible strategies influence consumer behavior, brand equity, and corporate sustainability. It explores the extent to which green marketing contributes to eco-innovation, competitive advantage, and alignment with global sustainability goals. Methodology: The study employs a qualitative approach based on the review of academic literature, corporate sustainability reports, and case studies published between 2018 and 2024. Comparative and thematic analyses are used to evaluate how companies implement green marketing strategies and how these initiatives affect consumer trust, environmental awareness, and business performance. Conclusions: The findings show that green marketing enhances credibility, promotes eco-friendly production, and encourages innovation, becoming a key factor in sustainable business transformation. Despite challenges such as green washing risks and increased production costs, authentic and transparent communication fosters long-term stakeholder trust and business growth. Originality: The originality of the article lies in its integrated approach linking marketing strategy, environmental responsibility, and corporate sustainability, offering insights into how green marketing can generate both economic and social value.