**Investigating the Role of Green Marketing Orientation on Competitive Advantage of Companies**

SAHAR NASERI¹ YASAMAN SADEGHPOUR² SALVA MOTAMEDI³

1) M.A. Student in Business Administration, University of Tabriz Email:
2) Undergraduate Student in Business Administration, Islamic Azad University, Tabriz Branch Email:
3) Undergraduate Student in Business Administration, Islamic Azad University, Tabriz Branch Email:

IOI Code : ABDE-ABKZFC
Publication : 6th International Conference on Advanced Research in Management And Humanities(huconf.com)
Abstract :
    Objective: With increasing environmental awareness and regulatory pressures, green marketing has evolved from a marginal strategy to a strategic imperative for organizational survival. The aim of this review study is to analyze and explain the role of green marketing orientation in achieving sustainable competitive advantage in companies. Methodology: This research was developed using a systematic review method, examining documents and scientific articles from reputable domestic and international databases. In this process, the key components of green marketing, including the green marketing mix, social responsibility, and environmental values, were analyzed. Findings: The results of the literature review indicate that green marketing orientation leads to competitive advantage through three main pathways: 1) Product differentiation through innovation in production processes and reducing environmental impacts; 2) Brand image enhancement through increasing trust and loyalty among environmentally conscious consumers; and 3) Operational efficiency through optimizing resource consumption and reducing waste costs. The findings also suggest that the competitive advantage derived from green marketing has a sustainable nature due to the difficulty of imitation by competitors. Conclusion: Ultimately, green marketing orientation is not merely a promotional tool but a business philosophy that enables organizations to gain a distinctive position in highly competitive markets. It is recommended that managers, beyond advertising slogans, integrate green strategies throughout the entire organizational value chain to realize this advantage. This research, while identifying research gaps, provides a conceptual framework for future studies in the field of sustainable marketing.

Keywords : green marketing competitive advantage strategic orientation organizational performance