Green Marketing as the source of the competitive advantage: The case of sensitive markets.
(A2021-94260)

AUTHORS

Yineth Lievano Pulido, Universidad Pablo de Olavide; Maria Ramon-Jeronimo, Universidad Pablo de Olavide

ABSTRACT

This work contributes to the existing literature proposing green marketing as a source of competitive advantage. We attempt to determine which green variables have more influence on the economic profitability of the companies. It is important to highlight that this study is based on different industries than the food one. The major result of this research is that we found that exist a real connection between green marketing policies and competitive advantage. Our results show that there is a latent factor, called green marketing, which can be traduced as the firm’s performance. That opens a stream of possibilities for developing sustainable enterprises beyond food industries but also for detergent, vehicle components, and motor vehicle manufacturing industries.