Green branding as a tool for increasing environmental responsibility and competitiveness of companies

Abstract

Introduction. Green branding is becoming an essential component of corporate strategy in the context of contemporary environmental and economic challenges. In response to the growing environmental awareness among consumers, companies are actively seeking ways to demonstrate their responsibility through environmentally oriented practices. This involves not only reducing their environmental footprint but also adopting innovative technologies and processes that contribute to sustainable development. The significance of this topic is further amplified by global issues such as climate change and the depletion of natural resources, which require businesses to swiftly adapt to evolving environmental norms and standards.

Purpose. The purpose of this study is to examine the core principles and tools of green branding, particularly how companies can leverage environmentally sustainable practices to enhance their competitiveness, influence consumer behaviour, and reinforce their ecological responsibility. Additionally, the research seeks to analyse the impact of environmental certifications on brand reputation and explore strategic approaches to reducing environmental impact.

Methods. To achieve the stated objective, the study employed a comprehensive analysis of academic publications and existing research in the field of green branding. It also involved the examination of successful practices adopted by companies that actively implement environmentally oriented strategies. Furthermore, content analysis was conducted on organizations that demonstrate leadership in sustainability and ecological responsibility.

Results. The study revealed that companies actively implementing green branding strategies gain a significant competitive advantage by attracting environmentally conscious consumers. Key elements contributing to this success include the use of renewable energy sources, the application of environmentally friendly materials, and the optimisation of production processes to reduce CO₂ emissions. Additionally, it was found that environmental certifications, such as ISO 14001, substantially increase consumer trust and contribute to the enhancement of corporate reputation.

Prospects. To further enhance the effectiveness of green branding, future studies should focus on exploring the relationship between environmental initiatives and companies’ financial performance. Promising directions also include the development of new methods to motivate consumers to choose environmentally responsible brands, as well as the implementation of cutting-edge technologies aimed at optimising production processes in line with environmental standards.