Perspectives on green marketing and green businesses for sustainable development

Abstract

Environmental issues have modified the way businesses compete in the marketplace, forcing them to adapt their strategic planning process to new legal, social, and economic requirements. In the long run, an essential advantage of green marketing is that it allows a company to have access to a market that is continuously developing, having a competitive advantage compared to other companies. This paper aims to analyze the meaning of the green marketing concept and to present an overview of the efforts made by companies worldwide to turn into green businesses.