Search for Articles:
Title / Keyword
Author / Affiliation / Email
Journal
Article Type
 
 
Advanced Search
 
Section
Special Issue
Volume
Issue
Number
Page
 
7.7
3.3
Journals
Sustainability
Special Issues
Unlocking Sustainable Value: Challenges and Innovations in Green Marketing
sustainability-logo
Submit to Special Issue Submit Abstract to Special Issue Review for Sustainability Propose a Special Issue

Journal Menu

► Journal Menu

Journal Browser

► Journal Browser
share announcement

Unlocking Sustainable Value: Challenges and Innovations in Green Marketing

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic and Business Aspects of Sustainability".

Deadline for manuscript submissions: 31 August 2026 | Viewed by 3917

Special Issue Editors

Dr. Theodore Tarnanidis

E-Mail Website
Guest Editor
1. Department of Organisation Management, Marketing and Tourism, International Hellenic University, Sindos Campus, 57400 Thessaloniki, Greece
2. Department of Business Administration, University of Macedonia, 54636 Thessaloniki, Greece
3. School of Business Administration & Economics, Metropolitan College, 54624 Thessaloniki, Greece
Interests: international marketing; multi-cultural marketing; marketing management; consumer science
Dr. Bruno Barbosa Sousa

E-Mail Website
Guest Editor
1. School of Hospitality and Tourism (ESHT), IPCA-Polytechnic University of Cávado and Ave, 4750-810 Barcelos, Portugal
2. UNIAG—Applied Management Research Unit, 4900-347 Viana do Castelo, Portugal
3. CiTUR—Centro de Investigação, Desenvolvimento e Inovação em Turismo, 4750-810 Barcelos, Portugal
Interests: tourism innovation; sustainable tourism; sustainable marketing
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

Green marketing has emerged as a crucial way to align business goals with societal and ecological responsibilities in an era where environmental sustainability is no longer optional but essential. Despite the growing awareness and investment in green marketing, it is still subject to criticism. This can be due to greenwashing, consumer distrust, policy ambiguity, and shallow corporate commitments. Further, with over 60% of global consumers willing to pay more for sustainable brands, green marketing has transitioned from a niche strategy to a business imperative.

This Special Issue is designed to critically investigate the real-life challenges and transformative possibilities that green marketing presents in driving sustainable development. We seek contributions from different disciplines that address the strategic, ethical, and behavioral aspects of green marketing concerning the sustainability landscape. Consequently, the issue will be of diverse research interest, including marketing, behavioral science, environmental policy, and digital innovation, which can intersect.

By aligning with the broader discourse on sustainability, this issue will offer valuable contributions to scholars and practitioners. It will support those seeking to understand consumer behavior, policy implications, corporate sustainability, digital innovations, or branding strategies. We are open to insights that go beyond traditional narratives and help to build green marketing ecosystems that are resilient, transparent, and impactful. This issue will provide actionable insights for researchers exploring behavioral shifts, policymakers designing green regulations, and businesses seeking authentic sustainability strategies.

Dr. Theodore Tarnanidis
Dr. Bruno Barbosa Sousa
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 250 words) can be sent to the Editorial Office for assessment.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • greenwashing
  • green branding
  • green marketing
  • digital platforms
  • artificial intelligence
  • eco-literacy
  • consumer trust
  • behavioral shifts
  • policy innovations
  • regulatory frameworks
  • circular economy
  • sustainable value chains
  • green product innovation
  • sustainability messaging
  • cross-cultural perspectives
  • transparency
  • ethical dilemmas
  • environmental claims

Benefits of Publishing in a Special Issue

  • Ease of navigation: Grouping papers by topic helps scholars navigate broad scope journals more efficiently.
  • Greater discoverability: Special Issues support the reach and impact of scientific research. Articles in Special Issues are more discoverable and cited more frequently.
  • Expansion of research network: Special Issues facilitate connections among authors, fostering scientific collaborations.
  • External promotion: Articles in Special Issues are often promoted through the journal's social media, increasing their visibility.
  • Reprint: MDPI Books provides the opportunity to republish successful Special Issues in book format, both online and in print.

Further information on MDPI's Special Issue policies can be found here.

Published Papers (3 papers)

Download All Papers
Order results
Result details
Show export options expand_more Show export options expand_less
Select all
Export citation of selected articles as:

Research

36 pages, 729 KB  
Article
The Integration Between Green Marketing and Artificial Intelligence to Achieve Corporate Sustainability
by Enas Alsaffarini and Bahaa Subhi Awwad
Sustainability 2026, 18(7), 3597; https://doi.org/10.3390/su18073597 - 7 Apr 2026
Viewed by 641
Abstract
This research analyzed the role of Green Marketing (GM) and Artificial Intelligence (AI) in promoting Corporate Sustainability (CS) across the environmental, social, and economic dimensions within the industrial sector in the Palestinian territories. Given the limited empirical evidence from developing and resource-constrained contexts, [...] Read more.
This research analyzed the role of Green Marketing (GM) and Artificial Intelligence (AI) in promoting Corporate Sustainability (CS) across the environmental, social, and economic dimensions within the industrial sector in the Palestinian territories. Given the limited empirical evidence from developing and resource-constrained contexts, an explanatory sequential mixed-methods design was employed. The quantitative phase involved a survey of 500 valid respondents, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The quantitative findings were complemented by fifteen in-depth semi-structured interviews to further interpret and validate the survey results. The results indicate that GM showed the largest effect size and functions as a strategic approach for embedding sustainability values into organizational activities. AI also demonstrated a positive and supportive role by enhancing operational efficiency and monitoring capabilities within industrial processes. The interaction between AI and GM showed a statistically significant but relatively small effect, particularly in the social sustainability dimension, suggesting that AI may help reinforce the effectiveness of green marketing practices. The qualitative findings further illustrate how GM contributes to internal accountability, eco-design initiatives, stakeholder trust, and competitive positioning, while AI supports waste management, resource optimization, employee safety monitoring, forecasting accuracy, and sustainability reporting verification. Overall, the results suggest that GM and AI jointly contribute to improving corporate sustainability practices, with GM providing strategic direction and AI supporting operational implementation. This study contributes to the literature on sustainability, marketing, and digital transformation by providing empirical evidence on the interaction between green marketing and artificial intelligence in promoting corporate sustainability within a developing-country context. Full article
(This article belongs to the Special Issue Unlocking Sustainable Value: Challenges and Innovations in Green Marketing)
►▼ Show Figures

Figure 1

22 pages, 1202 KB  
Article
Green Marketing as a System of Value Creation: A Conceptual Framework Linking Sustainable Practices and Consumer Life Satisfaction
by Theodore Tarnanidis, Vijaya Kittu Manda and Bruno Sousa
Sustainability 2026, 18(3), 1319; https://doi.org/10.3390/su18031319 - 28 Jan 2026
Viewed by 655
Abstract
Although sustainability marketing is gaining popularity, a comprehensive understanding of how green marketing practices affect consumers’ overall well-being remains lacking. Existing studies focus on firm-level sustainability actions or isolated consumer responses. Their mechanisms linking marketing practices, value creation, and life satisfaction are not [...] Read more.
Although sustainability marketing is gaining popularity, a comprehensive understanding of how green marketing practices affect consumers’ overall well-being remains lacking. Existing studies focus on firm-level sustainability actions or isolated consumer responses. Their mechanisms linking marketing practices, value creation, and life satisfaction are not sufficiently theorized. To bridge the gap, this study develops an integrative conceptual framework that explains how sustainable value creation mediates the enhancement of consumer life satisfaction through the implementation of green marketing practices. The study employs a two-phase integrative review design. Three core constructs, green marketing practices, sustainable value creation, and consumer life satisfaction, are identified in a synthesis of sustainability marketing, consumer value, and well-being literature. Secondly, the initial framework is systematically rooted and refined by drawing on influential empirical research published in marketing and sustainability journals from 2016 to 2025. Analytically constructed tables organize this synthesis by assessing the dominant empirical patterns related to marketing practices, multidimensional value creation, and pathways to life satisfaction. The research advances sustainability marketing theory by reconceptualizing green marketing as a system of consumption-shaping practices and by positioning sustainable value creation as the central mechanism linking firm actions to consumer life satisfaction. Full article
(This article belongs to the Special Issue Unlocking Sustainable Value: Challenges and Innovations in Green Marketing)
►▼ Show Figures

Figure 1

19 pages, 1534 KB  
Article
The Phenomenon of Greenwashing in the Automotive Industry and Its Perception Among Market Users
by Agnieszka Dudziak, Sławomir Juściński, Paweł Droździel and Tomasz Słowik
Sustainability 2025, 17(24), 11123; https://doi.org/10.3390/su172411123 - 11 Dec 2025
Viewed by 2018
Abstract
This article examines the phenomenon of greenwashing in the automotive industry and its perception by market participants, i.e., vehicle users and potential buyers. The main goal of this publication is to highlight greenwashing and determine how this concept is perceived by consumers in [...] Read more.
This article examines the phenomenon of greenwashing in the automotive industry and its perception by market participants, i.e., vehicle users and potential buyers. The main goal of this publication is to highlight greenwashing and determine how this concept is perceived by consumers in the context of the electric vehicle market and whether it may influence future purchasing decisions. A study was conducted using a proprietary questionnaire. Respondents were asked about their knowledge and awareness of greenwashing. Subsequent questions asked 417 respondents to provide their perceptions of greenwashing in the electric vehicle market. Greenwashing is a marketing practice that portrays a company’s products or activities as more environmentally friendly than they actually are, potentially misleading potential customers. This article concludes that greenwashing in the automotive industry has a real impact on consumer decisions and brand image. While green marketing can bring short-term benefits, long-term lack of transparency and misinformation can lead to a loss of trust and harm to both companies and the environment. Real benefits can only be achieved by combining these claims with actual environmentally friendly practices. Full article
(This article belongs to the Special Issue Unlocking Sustainable Value: Challenges and Innovations in Green Marketing)
►▼ Show Figures

Figure 1

Show export options expand_more Show export options expand_less
Select all
Export citation of selected articles as:
 
Displaying articles 1-3
Back to TopTop