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Sustainability 2017, 9(12), 2218; doi:10.3390/su9122218

Green Marketing as the Source of the Competitive Advantage of the Business

1
Faculty of Operations and Economics of Transport and Communication, University of Zilina, Univerzitna 1, Zilina 010 26, Slovakia
2
Dedoles, s. r. o., Za Konickom 14, Pezinok 902 01, Slovakia
*
Author to whom correspondence should be addressed.
Received: 26 October 2017 / Revised: 28 November 2017 / Accepted: 28 November 2017 / Published: 30 November 2017
(This article belongs to the Special Issue Sustainability in E-Business)
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Abstract

In this work we focused on summarizing the principles of green marketing and the concepts related to it. The aim of this contribution was to prove the relationship between the implementation of green marketing principles and sustainable competitive company position on the market. In order to prove the relationship between the implementation of green marketing principles and the competitive market position of companies, we used a multiple regression method to reveal the relationship, despite many variables. This was preceded by a factor analysis that helped us to select the main factors of influence. In order to meet this goal, we have drawn from the surveys conducted by PwC (Bratislava, Slovakia), the Automobile Industry Association and the Slovak Automobile Institute to identify key factors and future expected development in the auto industry supplier segment and our marketing research, conducted from December 2015 to February 2016. Based on the results of marketing surveys, research responses and the study of available resources, we concluded that there is no comprehensive green marketing implementation model linking environmental consumer behavior with a link to the company’s marketing strategy. The contribution could help the Automotive Industry Union to present requirements to the government and help create incentives for the alternative vehicle market, and our findings could be incorporated into the creation of companies’ strategy. View Full-Text
Keywords: green marketing; sustainable competitive advantage; corporate social responsibility green marketing; sustainable competitive advantage; corporate social responsibility
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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MDPI and ACS Style

Moravcikova, D.; Krizanova, A.; Kliestikova, J.; Rypakova, M. Green Marketing as the Source of the Competitive Advantage of the Business. Sustainability 2017, 9, 2218.

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