THE ROLE OF GREEN MARKETING IN ACHIEVING SUSTAINABLE COMPETITIVE ADVANTAGE: A THEORETICAL STUDY

This study conceptually examines the role of green marketing activities in providing sustainable competitive advantage. First, the concepts of competition and sustainable competition are discussed, then green marketing is defined and its components (product, price, distribution, promotion) are elaborated. The benefits of green marketing for businesses are evaluated in the light of various empirical studies in the literature. How green marketing strategies can affect business performance and competitiveness is discussed, and how these strategies should be integrated with environmentally friendly approaches is emphasized. In conclusion, in order for businesses to gain sustainable competitive advantage, they need to adopt green marketing activities and manage these activities with a strategic approach. It has been observed that green marketing practices make significant contributions both financially and strategically in increasing the competitive performance of businesses.