Sustainable Enterprises and Green Marketing Alignment: Pathways to Competitive Advantage

Abstract

In today’s competitive business landscape, the integration of sustainability into organizational strategy has emerged as a critical driver of long-term success. Sustainable enterprises increasingly adopt green marketing practices to communicate their environmental responsibility and differentiate themselves in the market. However, misalignment between sustainability initiatives and marketing strategies can limit their potential to create competitive advantage. This study investigates the relationship between sustainable enterprise practices and green marketing alignment, and examines how this alignment contributes to firm competitiveness. Employing a quantitative research design, data were collected from 250 managers and marketing professionals across diverse industries using structured questionnaires. The study utilized structural equation modeling (SEM) to analyze the relationships among sustainability practices, green marketing alignment, and competitive advantage. Findings indicate that firms with high integration between sustainable initiatives and marketing strategies achieve significantly greater competitive advantage, mediated by enhanced brand reputation and consumer trust. The study contributes to sustainability and marketing literature by providing empirical evidence of the strategic importance of aligning green initiatives with marketing efforts. Practically, the findings offer actionable insights for managers seeking to leverage sustainability as a source of differentiation and market performance.