Implementation of Green Marketing in Building Corporate Image and Consumer Awareness of Sustainable Products

Abstract

This study examines the implementation of green marketing in building corporate image and increasing consumer awareness of sustainable products. Using a qualitative research approach and a literature review methodology, the research synthesizes findings from key scholarly articles published between 2010 and 2024. The review reveals that green marketing plays a significant role in enhancing corporate reputation by positioning companies as environmentally responsible entities. However, the effectiveness of green marketing relies heavily on authenticity, as misleading claims—known as greenwashing—can damage consumer trust and brand loyalty. The study also emphasizes the growing importance of consumer awareness regarding sustainable products, noting that well-executed green marketing strategies can foster informed purchasing decisions and strengthen brand equity. Moreover, the research highlights that while green marketing can improve corporate image and drive consumer demand for sustainable products, companies must align their marketing messages with genuine sustainable practices to avoid consumer skepticism. This paper contributes to the literature by integrating the relationship between green marketing, corporate image, and consumer awareness, offering practical insights for businesses seeking to enhance their sustainability practices and build lasting consumer trust. The findings also suggest areas for future research, particularly in exploring the long-term impact of green marketing strategies across different industries and regions.