«GREEN» MARKETING AS A COMPETITIVE ADVANTAGE IN THE MODERN MARKET

Abstract

Relevance. The relevance of the study is determined by the growing environmental awareness among consumers and the increasing societal demand for environmentally safe products. These changes in consumer behavior compel businesses to transform their marketing strategies by integrating environmentally oriented approaches. «green» marketing becomes not only a tool for sustainable development but also a source of competitive advantage. In this context, the strategic implementation of green values, certification procedures, and transparent business practices is essential for gaining consumer trust and market share.

Purpose of the article is to conduct a comprehensive study of the impact of «green» marketing on the competitiveness of companies in the modern market and to develop recommendations for strengthening their market positions through the implementation of environmentally oriented strategies.

Methods. The study employs the following methods: analysis and synthesis (to explore existing «green» marketing approaches and their effects on competitiveness); abstraction and generalization (to identify key factors and trends); content analysis of regulatory documents and certification systems; case study (analysis of practical examples of green strategies in businesses); and comparative analysis (to evaluate the effectiveness of strategic vs. tactical «green» marketing practices).

Results. The article analyzes the current state of «green» marketing implementation across companies, emphasizing the distinction between strategic and tactical approaches. It highlights the role of environmental certification, labeling, and standardization in shaping consumer trust and enhancing transparency. The findings demonstrate that companies that systematically integrate «green» marketing into long-term strategies tend to gain sustainable competitive advantages. Additionally, the article underscores the need for a coordinated effort by businesses, government institutions, and educational bodies to cultivate environmental responsibility in the corporate sector.

Practical value of the study. The results provide actionable recommendations for businesses aiming to improve their market competitiveness through green marketing. The study also serves as a basis for policymakers and educational institutions in promoting sustainable business practices.

Conclusions. «Green» marketing plays an increasingly vital role in strengthening the competitive positions of companies in a sustainability-driven market. Strategic integration of environmental values into business operations enables companies not only to meet consumer expectations but also to form long-term advantages. However, the overall development of environmental responsibility culture requires joint efforts from various sectors of society.