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  5. Volume 40, Issue 2 (2023)
  6. The Role of Green Marketing in Creating ...

Regional Formation and Development Studies

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The Role of Green Marketing in Creating a Sustainable Competitive Advantage
Volume 40, Issue 2 (2023), pp. 89–98
Aušra Pacevičiūtė   Indrė Razbadauskaitė-Venskė  

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https://doi.org/10.15181/rfds.v40i2.2533
Pub. online: 10 July 2023      Type: Article      Open accessOpen Access

Published
10 July 2023

Abstract

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. 

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Keywords
green marketing sustainable competitive advantage relationship marketing

JEL CODES
M31 M10

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