This study analyzes how green marketing is strategically integrated into corporate planning with the goal of achieving sustainable and competitive business performance. It is proposed that this integration can act as a bridge between environmental sustainability and organizational strategy, generating advantages in both the marketplace and social responsibility. A systematic literature review (SLR) was conducted following the model proposed by Kitchenham. The analysis focused on academic publications and case studies describing the application of green marketing principles in different sectors, evaluating processes, frameworks, and strategies geared toward sustainability. The findings indicate that the effective incorporation of green marketing involves a transformation of traditional marketing elements, prioritizing environmentally sustainable, ethical, and responsible practices. The use of life cycle analysis in the design phase, the adoption of green pricing policies, logistics optimization to reduce the carbon footprint, and the use of transparent communication strategies to prevent greenwashing were identified. The inclusion of circular economy principles, maximum transparency, and collaboration with stakeholders were also highlighted. Green marketing, when implemented comprehensively, not only strengthens competitive advantage but also drives technological innovation, improves operational efficiency, and elevates corporate social responsibility. Organizations aspiring to outstanding environmental performance must rethink their marketing strategies based on sustainability, ethics, and commitment to all stakeholders.
Solórzano et al. (Thu,) studied this question.