Marketing strategy for green transport and logistics infrastructure innovative projects’ development

The global push to sustainable development has significantly reshaped the transport and logistics sectors. This article explores the critical role of marketing strategy in accelerating the development and adoption of green transport and logistics infrastructure facilities (GTLIF). It explores the marketing dimensions of developing innovative projects in green transport and logistics infrastructure facilities. It proves that a comprehensive marketing approach, extending beyond traditional product promotion to green policy, stakeholder engagement, and value creation, is essential. The scientific novelty of the research is determined by the formation of Marketing Strategy for green transport and logistics infrastructure facilities. Key findings suggest that integrated marketing communications, leveraging digital tools and partnerships, are crucial for successful projects’ adoption. By creating an understanding of the long- term benefits and demonstrating tangible short-term gains, effective marketing can overcome barriers to GTLIF implementation, driving, environmental sustainability, infrastructure resilence and economic efficiency.