Footwear industry's journey through green marketing mix, brand value and sustainability

The footwear industry, like other industries, is focused on attracting and keeping more customers and needs to know if green efforts are useful to achieve this. For this reason, this study aims to evaluate the impact of green marketing on brand value and economic, environmental and social sustainability. Using a quantitative and correlational design approach, data was collected from 363 footwear consumers through a structured questionnaire and data was analyzed using the partial least squares structural equation modeling technique. Green product (0.157), green promotion (0.156) and green place (0.605) showed a positive and significant effect; also, brand value showed a positive and significant effect on economic sustainability (0.809), environmental sustainability (0.700) and social sustainability (0.553). These findings suggest that incorporating green practices into product offerings, promotional efforts, and distribution channels not only enhances brand value but also contributes to achieving sustainability goals. This research provides valuable insights for companies seeking to integrate sustainability into their business strategies and attract environmentally conscious consumers.