Green Marketing Strategies: Promoting Sustainability and Corporate Responsibility
1Ugwu Jovita Nnenna and 2Akwagiobe Richard Akpanke
1Department of Publication and Extension Kampala International University Uganda
2Faculty of Law Kampala International University Uganda
ABSTRACT
The increasing awareness of environmental degradation and ecological concerns has driven both consumers and businesses to adopt more sustainable practices. Green marketing has emerged as a vital strategy, focusing on the development, promotion, and distribution of eco-friendly products that meet consumer needs while minimizing environmental impact. This paper explores the various green marketing strategies that corporations can implement to promote sustainability and corporate responsibility. It examines the principles underpinning green marketing, the importance of aligning these strategies with corporate goals, and the challenges of effective communication and consumer engagement. By analyzing product development, communication strategies, and the measurement of green marketing impact, the paper provides a strategic framework for businesses to successfully navigate the complexities of green marketing and achieve a competitive edge in the marketplace.
Keywords: Green Marketing, Sustainability, Corporate Responsibility, Eco-friendly Products, Green Marketing Mix.
CITATION: Ugwu Jovita Nnenna and Akwagiobe Richard Akpanke. Green Marketing Strategies: Promoting Sustainability and Corporate Responsibility. Research Output Journal of Education, 2024 3(3):1-6.