Year: 2025
Type: article
Abstract: Eco-marketing, focused on sustainability and values, turned out to be a serious aid for all modern brands anxious to improve their image and reach the hearts of ecologically sensitive consumers. With increased competition, creativity in eco-marketing is becoming more and more important, presenting an opportunity for companies to compete, one against the other, not only on price but also with various innovative greener initiatives. The paper goes about exploring the manner in which companies employ innovative eco-marketing techniques to create long-lasting brand image, as well as the relationship between green creativity and brand image. Sustainable product design, eco-friendly packaging, and green storytelling are among the items identified by the literature analysis on green marketing, consumer perception, and brand image building. It also talks about some challenges, of which one is greenwashing and develops a framework that would guide the brand to make sure eco-marketing is in line with true environmental values. The final results indicate significant evidence that creative strategic approaches to eco-marketing enhance the image of the brand, establish consumer confidence, and cements long-term customer loyalty.
Author: Fiona Marissa Fernandes
Institution: University of Allahabad
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4413165279