GREEN MARKETING, BRAND DEVELOPMENT AND DIGITAL STRATEGIES: FORGING A SUSTAINABLE FUTURE
Keywords:
Green marketing, sustainability, digital marketing, competitive advantageAbstract
Today, increased environmental awareness is driving companies to adopt green marketing strategies for competitiveness and sustainability. Originally a niche concept, green marketing plays a central role in corporate sustainability, enhancing image, reputation and consumer perception and providing a unique competitive advantage. Green marketing has become a necessity in line with the global interest in sustainable growth and involves the design, promotion, pricing, and distribution of products that support environmental protection. Much research suggests that companies that promote collaborative networks and environmental awareness are more likely to innovate sustainably, while highlighting the critical role of the 'technology push'. Green marketing, environmental management and sustainability strategies are integrated into business innovation, emphasising the responsible use of environmental resources for economic growth. Supported by digital marketing, companies are implementing targeted strategies, maintaining an online presence, using transparent communication through social media and engaging consumers through online channels, collaborating with digital environmental influencers and implementing sustainable SEO strategies. Indeed, the integration of digital marketing is essential for companies that want to meet the expectations of today's sustainability-conscious consumers. These practices aim to increase the impact of green marketing. First introduced by Lazer in 1969, the evolution of green marketing reflects a paradigm shift towards social and environmental responsibility. The green economy emphasises the responsible use of environmental resources and requires companies to adapt to a changing landscape. Combining environmental sustainability and business ethics, green marketing is the key to achieving green innovation and competitive advantage. Today's digital environment enhances the competitive advantage that green marketing can generate, as it promotes greater visibility of the strong link between marketing activities and the environment. Environmental practices have a positive impact on business performance and image, with long-term benefits in line with Porter's hypothesis. The correlation between technology push and eco-innovation highlights the role of innovative technologies in generating positive environmental outcomes. The internal dimensions of sustainability, driven by employees' environmental behaviour, contribute to organisational trust and identification. In conclusion, green marketing is an integral part of corporate strategies in an era that prioritises sustainability, aligns with consumer values and delivers tangible benefits. Integration with digital marketing increases transparency and interaction, creating a powerful combination and a sustainable competitive advantage in the evolving landscape of digital and sustainable marketing.
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