Title The Role of Green Marketing in Creating a Sustainable Competitive Advantage /
Translation of Title Žaliosios rinkodaros vaidmuo formuojant tvarų konkurencinį pranašumą.
Authors Pacevičiūtė, Aušra ; Razbadauskaitė-Venskė, Indrė
DOI 10.15181/rfds.v40i2.2533
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Is Part of Regional formation and development studies : journal of social sciences.. Klaipėda : Klaipėdos universiteto leidykla. 2023, no. 2 (40), p. 89-98.. ISSN 2029-9370. eISSN 2351-6542
Keywords [eng] green marketing ; sustainable competitive: advantage ; relationship marketing
Abstract [eng] Due to growing environmental concerns, green marketing has become increasingly important in meeting consumer demand and improving a brand’s image and reputation. Green marketing follows the same principles as traditional marketing, but focuses on using eco-friendly materials, production methods, packaging, pricing, distribution channels, and promotion. By incorporating green marketing into a branding strategy, companies can benefit by creating a solid brand image and strengthening their position in a highly competitive market. This paper is based on a review of literature, and aims to summarise and classify extant research on green marketing. The paper reviews green marketing as a new way of creating a sustainable competitive advantage. The literature review establishes the difference between traditional competitive advantage and sustainable competitive advantage. Finally, it introduces a conceptual framework for the development of sustainable competitive advantage, including relationship marketing, green marketing, and the components of traditional competitive advantage. .
Published Klaipėda : Klaipėdos universiteto leidykla
Type Journal article
Language English
Publication date 2023