Green Marketing as a Competitive Strategy in Emerging Economies: A Conceptual Perspective

Abstract

As countries like India, Brazil, and Indonesia continue to grow economically, they also face rising environmental challenges such as pollution, climate change, and overconsumption of natural resources. At the same time, people in these countries are becoming more aware of environmental issues and are starting to expect more responsible behaviour from businesses. In this changing landscape, green marketing—promoting products and services that are environmentally friendly—is becoming more than just a trend. It’s turning into a key business strategy that helps companies stand out from their competitors. This paper takes a deeper look at how green marketing can be used as a competitive strategy in emerging economies. Rather than treating it as just a way to advertise eco-friendly products, we explore how it can become a core part of a company’s overall strategy. The paper reviews existing studies draws on well-known business theories and proposes a model that shows how factors like government rules, customer expectations, and corporate values can drive green marketing efforts. These efforts, in turn, can lead to better brand reputation, stronger customer loyalty, and access to new market segments. We also discuss some of the challenge’s companies face, such as the high cost of going green and the risk of being accused of “greenwashing”—pretending to be environmentally responsible without real action. In the end, this paper suggests that if done genuinely and thoughtfully, green marketing can offer long-term business advantages while also supporting environmental sustainability.