GREEN MARKETING STRATEGY: INTERNATIONAL EXPERIENCE AND IMPLICATIONS FOR SMALL AND MEDIUM-SIZED ENTERPRISES IN VIETNAM
Main Article Content
Abstract
In the context of increasing climate change and sustainability requirements, green marketing has become an important strategy for enhancing firms’ competitiveness. This study aims to analyze the theoretical foundation of green marketing and examine its implementation in selected regions, including Europe, Japan, and South Korea. Based on a qualitative approach using literature review and comparative analysis, the study identifies key success factors such as policy support, technological innovation, and environmental management systems. The findings indicate that integrating environmental factors into business strategy is essential for sustainable development. The paper also provides implications for Vietnamese SMEs to effectively adopt green marketing strategies and improve their competitiveness in global markets.
Keywords
Green marketing, sustainability, SMEs, marketing strategy, Vietnam.
Article Details
References
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