Green marketing as a competitive advantage

  • Sérgio Luís Stirbolov Motta Universidade Presbiteriana Mackenzie
  • Braulio Oliveira FIA
Keywords: Ecological Marketing, Social Responsability, Competitive Advantage, Purchase Decision


Organizational competition exists because players or potential ones in an economic sector perceive an opportunity to improve or establish their position and may feel pressured by others. Therefore actions of one company have repercussions on the others, disclosing interdependence. As such, there is a constant pursuit for alternatives that foster company development. This article highlights the management of ecological marketing, an approach that companies have accompanied for some time and which only in recent years has attracted the attention of media and individuals. Based upon an exploratory survey made in the city of São Paulo as well as models of competitive advantage by Porter and D'Aveni, it was shown that green marketing may be of advantage. Although this is not a current practice, potential advantage is apparent because of awareness of environmental issues as well as the constructive attitudes toward environmental preservation already prevalent on the part of consumers.


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How to Cite
Motta, S., & Oliveira, B. (2007). Green marketing as a competitive advantage . REGE Revista De Gestão, 14(2), 49-59.