Tanja Krsteva


This is a conceptual paper to study the effects of green marketing strategy on the firms’ performance. The paper aims at presenting the reviews of the literature on the green marketing strategy and analyses factors that will influence the firms’ performance. As green marketing strategy become increasingly more important to firms adhering to a triple-bottom line performance evaluation, the present paper seeks to better understand the role of “green marketing mix” as a marketing strategy. The conclusion that was drawn is that, green product, green price, green distribution, green promotion green people, green process, and green physical evidence have a positive effect on the firms’ performance.

Key words

Green marketing strategy; Firm performance; Green marketing; Green marketing mix; Green product.

JEL Codes: M31


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