Characteristics of research on green marketing. Theoretical study.
Authors: Barraco Mariangela 
Published: May 2024

The article highlights how the idea of sustainability has become an integral part of the business economy, presenting more effective strategies that can be adopted within companies to gain increasingly competitive advantages linked to sustainability. The concept of green marketing, focused on promoting products and services with low environmental impact, is gaining increasing relevance in this context. The number of companies adopting sustainable practices is growing significantly, partly due to the increasing attention that states and international organizations are devoting to sustainability. The social benefits arising from the synergy between business activities and sustainability are recognized, prompting various entrepreneurial entities to adopt these perspectives. This trend involves companies from every sector and size, as they operate in a globalized market influenced by the surrounding environment. To achieve effective integration of sustainability, companies should adopt innovative approaches that not only address the complex market challenges but also create long-term value. This not only improves the relationship with stakeholders who share values and objectives but also reflects a commitment to responsible business management. Green marketing represents an essential tool in this context, promoting eco-friendly products and services, facilitating the communication of sustainable practices adopted by companies. This approach not only helps build a positive corporate image but can also positively influence consumer purchasing decisions, as they are increasingly oriented toward products and services that respect the environment. Furthermore, to tackle this complex challenge based on competitiveness, companies need to develop a robust Environmental, Social, and Governance (ESG) evaluation plan. This plan not only focuses on reducing environmental impact and responsible resource management but also contributes to enhancing corporate reputation, thus creating enduring value over time. The goal of the article is to analyse how the integration of green marketing and sustainability can generate competitive advantages and create long-term value for companies. By examining the current business environment and the increasing importance of sustainability in the corporate environment, the article aims to identify the most effective strategies to promote products and services with a low environmental impact and to transparently communicate the sustainable practices adopted. In addition, the article aims to highlight the social benefits of the synergy between business and sustainability, which are driving more and more companies to adopt these perspectives. Through the analysis of case studies and empirical data, an attempt will be made to demonstrate how the implementation of innovative approaches can not only address market challenges, but also improve stakeholder relations and enhance corporate reputation. Finally, the article aims to examine the importance of a sound environmental, social and governance (ESG) assessment plan in addressing competitive challenges, highlighting how such a plan can contribute not only to the reduction of environmental impacts, but also to the creation of lasting value through responsible business management.