Russian Federation
The relevance of this research is determined by current global economic trends, characterized by increased attention to environmental issues. In the face of climate change, depletion of natural resources, and growing environmental pollution, traditional business models are undergoing a fundamental transformation. The environmental component of business is evolving from an additional cost factor to a key element of competitiveness and sustainable development for organizations. Modern environmental challenges such as climate change, the degradation of natural ecosystems, and resource depletion require companies to rethink traditional business models and integrate environmental principles into their current business strategies. Consequently, environmental marketing is no longer a niche strategy for companies targeting conscious consumers, but is becoming a key factor in long-term competitiveness across various industries.
green marketing, competitive advantage, green economy, imperative, marketing mix
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