Research on the impact of innovations on green marketing and green logistics in Lithuania

Type of the article: Research ArticleAbstractThe growing relevance of innovations in green logistics and green marketing is transforming the business models of the transport sector. Modern technologies now enable continuous vehicle condition monitoring and cargo tracking, improving both safety and operational efficiency. Sustainability considerations further drive the optimization of logistics processes. The implementation of innovative solutions, such as green logistics and green marketing practices, contributes to these objectives and supports environmental protection. The purpose of this article is to evaluate the impact of innovation on green marketing and green logistics. A literature review was conducted to identify the main theoretical and empirical approaches in this field. At the same time, a multi-criteria method was applied to assess the influence of technological development on the marketing strategies of transport companies. The findings indicate that innovations, particularly in green electric vehicles, significantly influence green logistics and marketing strategies. The analysis highlights strong interconnections between innovation adoption, green logistics, and sustainable marketing practices. The most critical criteria identified include the perceived benefits of green options and brand value. The results can serve as a foundation for developing comprehensive green strategies and implementing sustainable logistics practices. The study emphasizes that adopting green strategies in cooperation and logistics processes reduces operating costs, improves customer service quality, and accelerates logistics operations.