Vol. 1 No. 01 (2025)
Articles

The Synergy between Green Marketing, Innovation, and Sustainability- Enhancing Green Brand Equity and Corporate Social Responsibility.

PDF
  • J. A. Gómez Gandía,
  • C. Luengo Vera,
  • A. J. De Lucas López
J. A. Gómez Gandía
Universidad de Alcalá, Spain
Bio
C. Luengo Vera
Universidad de Alcalá, Spain
Bio
A. J. De Lucas López
Universidad de Alcalá, Spain
Bio
The Synergy between Green Marketing, Innovation, and Sustainability- Enhancing Green Brand Equity and Corporate Social Responsibility

Published 2025-09-11

Keywords

  • Green marketing,
  • Corporate social responsibility,
  • Green brand equity,
  • nnovation,
  • Sustainability,
  • Consumer trust,
  • Competitive strategy
    • ...More
    Less
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

The Synergy between Green Marketing, Innovation, and Sustainability- Enhancing Green Brand Equity and Corporate Social Responsibility. (2025). JOINETECH (International Journal of Economic and Technological Studies), 1(01), 76-89. https://doi.org/10.65479/joinetech.19

Downloads

Download data is not yet available.

Abstract

This study explores the interconnected roles of green marketing, corporate social responsibility (CSR), and green brand equity in promoting sustainable strategies and innovation. Through bibliometric analysis, the research identifies how the integration of sustainability and technological innovation enhances CSR perception and strengthens brand equity by fostering consumer trust and loyalty. The findings reveal that green marketing supported by innovation not only improves corporate reputation but also creates competitive advantages, despite ongoing challenges such as profitability trade-offs and greenwashing concerns. This paper offers practical insights for marketers, corporate leaders, and policymakers to design impactful green strategies, contributing to the limited literature on the synergy between sustainability, innovation, and brand positioning in eco-conscious markets.
PDF

References

  1. Adama, H. E., & Okeke, C. D. (2024). Digital transformation as a catalyst for business model innovation: A critical review of impact and implementation strategies. Magna Scientia Advanced Research and Reviews, 10(02), 256–264.
  2. Adewole, O. (2024). Translating brand reputation into equity from the stakeholder’s theory: an approach to value creation based on consumer’s perception & interactions. International Journal of Corporate Social Responsibility, 9(1), 1.
  3. Alam, S. M. S., & Islam, K. M. Z. (2021). Examining the role of environmental corporate social responsibility in building green corporate image and green competitive advantage. International Journal of Corporate Social Responsibility, 6(1), 8.
  4. Al-Khawaldah, R., Al-Zoubi, W., Alshaer, S., Almarshad, M., ALShalabi, F., Altahrawi, M., & Al-Hawary, S. (2022). Green supply chain management and competitive advantage: The mediating role of organizational ambidexterity. Uncertain Supply Chain Management, 10(3), 961–972.
  5. Azmat, F., Lim, W. M., Moyeen, A., Voola, R., & Gupta, G. (2023). Convergence of business, innovation, and sustainability at the tipping point of the sustainable development goals. Journal of Business Research, 167, 114170.
  6. Bag, S., Pretorius, J. H. C., Gupta, S., & Dwivedi, Y. K. (2021). Role of institutional pressures and resources in the adoption of big data analytics powered artificial intelligence, sustainable manufacturing practices and circular economy capabilities. Technological Forecasting and Social Change, 163, 120420.
  7. Barauskaite, G., & Streimikiene, D. (2021). Corporate social responsibility and financial performance of companies: The puzzle of concepts, definitions and assessment methods. Corporate Social Responsibility and Environmental Management, 28(1), 278–287.
  8. Benzidia, S., Makaoui, N., & Bentahar, O. (2021). The impact of big data analytics and artificial intelligence on green supply chain process integration and hospital environmental performance. Technological Forecasting and Social Change, 165, 120557.
  9. Bocken, N. M. P., & Short, S. W. (2021a). Unsustainable business models–Recognising and resolving institutionalised social and environmental harm. Journal of Cleaner Production, 312, 127828.
  10. Bocken, N. M. P., & Short, S. W. (2021b). Unsustainable business models–Recognising and resolving institutionalised social and environmental harm. Journal of Cleaner Production, 312, 127828.
  11. Cvitanovic, C., Shellock, R. J., Mackay, M., Van Putten, E. I., Karcher, D. B., Dickey-Collas, M., & Ballesteros, M. (2021). Strategies for building and managing ‘trust’ to enable knowledge exchange at the interface of environmental science and policy. Environmental Science & Policy, 123, 179–189.
  12. D’amato, D., & Korhonen, J. (2021). Integrating the green economy, circular economy and bioeconomy in a strategic sustainability framework. Ecological Economics, 188, 107143.
  13. Diaz, A., Schöggl, J.-P., Reyes, T., & Baumgartner, R. J. (2021). Sustainable product development in a circular economy: Implications for products, actors, decision-making support and lifecycle information management. Sustainable Production and Consumption, 26, 1031–1045.
  14. Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., Dennehy, D., Metri, B., Buhalis, D., & Cheung, C. M. K. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66, 102542.
  15. Dyck, B., & Manchanda, R. V. (2021). Sustainable marketing based on virtue ethics: Addressing socio-ecological challenges facing humankind. AMS Review, 11, 115–132.
  16. Esteves, A. M. (2024). A Code of Ethics for the social performance profession. The Extractive Industries and Society, 20, 101573.
  17. Hameed, I., Hyder, Z., Imran, M., & Shafiq, K. (2021). Greenwash and green purchase behavior: An environmentally sustainable perspective. Environment, Development and Sustainability, 1–22.
  18. Han, B. (2024). Retracted Article: Fostering sustainability: integrating social responsibility, green finance, and corporate performance. Economic Change and Restructuring, 57(2), 64.
  19. Hummels, H., & Argyrou, A. (2021). Planetary demands: Redefining sustainable development and sustainable entrepreneurship. Journal of Cleaner Production, 278, 123804.
  20. Ibn-Mohammed, T., Mustapha, K. B., Godsell, J., Adamu, Z., Babatunde, K. A., Akintade, D. D., Acquaye, A., Fujii, H., Ndiaye, M. M., & Yamoah, F. A. (2021). A critical analysis of the impacts of COVID-19 on the global economy and ecosystems and opportunities for circular economy strategies. Resources, Conservation and Recycling, 164, 105169.
  21. Isac, N., Javed, A., Radulescu, M., Cismasu, I. D. L., Yousaf, Z., & Serbu, R. S. (2024). Is greenwashing impacting on green brand trust and purchase intentions? Mediating role of environmental knowledge. Environment, Development and Sustainability, 1–18
  22. Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021). The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. Sustainable Production and Consumption, 25, 123–135.
  23. Javaid, M., Haleem, A., Singh, R. P., Suman, R., & Gonzalez, E. S. (2022). Understanding the adoption of Industry 4.0 technologies in improving environmental sustainability. Sustainable Operations and Computers, 3, 203–217.
  24. Javaid, M., Haleem, A., Singh, R. P., Suman, R., & Rab, S. (2021). Role of additive manufacturing applications towards environmental sustainability. Advanced Industrial and Engineering Polymer Research, 4(4), 312–322.
  25. Kar, S. K., & Harichandan, S. (2022a). Green marketing innovation and sustainable consumption: A bibliometric analysis. Journal of Cleaner Production, 361, 132290.
  26. Kar, S. K., & Harichandan, S. (2022b). Green marketing innovation and sustainable consumption: A bibliometric analysis. Journal of Cleaner Production, 361, 132290.
  27. Kar, S. K., & Harichandan, S. (2022c). Green marketing innovation and sustainable consumption: A bibliometric analysis. Journal of Cleaner Production, 361, 132290.
  28. Kar, S. K., & Harichandan, S. (2022d). Green marketing innovation and sustainable consumption: A bibliometric analysis. Journal of Cleaner Production, 361, 132290.
  29. Kar, S. K., & Harichandan, S. (2022e). Green marketing innovation and sustainable consumption: A bibliometric analysis. Journal of Cleaner Production, 361, 132290.
  30. Kar, S. K., & Harichandan, S. (2022f). Green marketing innovation and sustainable consumption: A bibliometric analysis. Journal of Cleaner Production, 361, 132290.
  31. Khan, S. A. R., Razzaq, A., Yu, Z., & Miller, S. (2021). Retracted: Industry 4.0 and circular economy practices: A new era business strategies for environmental sustainability. Business Strategy and the Environment, 30(8), 4001–4014.
  32. Khuong, M. N., Truong An, N. K., & Thanh Hang, T. T. (2021). Stakeholders and Corporate Social Responsibility (CSR) programme as key sustainable development strategies to promote corporate reputation—evidence from Vietnam. Cogent Business & Management, 8(1), 1917333.
  33. Kouam, J. C., & Asongu, S. A. (2022). Effects of taxation on social innovation and implications for achieving sustainable development goals in developing countries: A literature review. International Journal of Innovation Studies, 6(4), 259–275.
  34. Larranaga, A., & Valor, C. (2022a). Consumers’ categorization of eco-friendly consumer goods: An integrative review and research agenda. Sustainable Production and Consumption, 34, 518–527.
  35. Le, T. T. (2022). How do corporate social responsibility and green innovation transform corporate green strategy into sustainable firm performance? Journal of Cleaner Production, 362, 132228.
  36. Le, T. T., Vo, X. V., & Venkatesh, V. G. (2022). Role of green innovation and supply chain management in driving sustainable corporate performance. Journal of Cleaner Production, 374, 133875.
  37. Lim, J. R., & Lee, S. Y. (2022). Creating shared value (CSV) and mutually beneficial relationships to address societal issues and develop corporate competitive advantage: A case study of Yuhan-Kimberly and an aging population. Public Relations Review, 48(4), 102225.
  38. Lin, W. L., Ho, J. A., Sambasivan, M., Yip, N., & Mohamed, A. Bin. (2021a). Influence of green innovation strategy on brand value: The role of marketing capability and R&D intensity. Technological Forecasting and Social Change, 171, 120946.
  39. Lin, W. L., Ho, J. A., Sambasivan, M., Yip, N., & Mohamed, A. Bin. (2021b). Influence of green innovation strategy on brand value: The role of marketing capability and R&D intensity. Technological Forecasting and Social Change, 171, 120946.
  40. Liu-Thompkins, Y., Okazaki, S., & Li, H. (2022). Artificial empathy in marketing interactions: Bridging the human-AI gap in affective and social customer experience. Journal of the Academy of Marketing Science, 50(6), 1198–1218.
  41. Longo, D., & Magnusson, M. (2024). Combining Innovation and Sustainability: Exploring Green Marketing Strategies in SMEs.
  42. Lubowiecki-Vikuk, A., Dąbrowska, A., & Machnik, A. (2021). Responsible consumer and lifestyle: Sustainability insights. Sustainable Production and Consumption, 25, 91–101.
  43. Mahapatra, S. K., Schoenherr, T., & Jayaram, J. (2021). An assessment of factors contributing to firms’ carbon footprint reduction efforts. International Journal of Production Economics, 235, 108073.
  44. Mansour, A., Al-Ma’aitah, M., Deek, A., Alshaketheep, K., & Shajrawi, A. (2024). Societal sustainability consciousness and its influence on corporate responsibility uptake in Jordan’s business sector. Discover Sustainability, 5(1), 133.
  45. Meseguer-Sánchez, V., Gálvez-Sánchez, F. J., López-Martínez, G., & Molina-Moreno, V. (2021). Corporate social responsibility and sustainability. A bibliometric analysis of their interrelations. Sustainability, 13(4), 1636.
  46. Mies, A., & Gold, S. (2021). Mapping the social dimension of the circular economy. Journal of Cleaner Production, 321, 128960.
  47. Moshood, T. D., Nawanir, G., Mahmud, F., Mohamad, F., Ahmad, M. H., & AbdulGhani, A. (2022). Biodegradable plastic applications towards sustainability: A recent innovations in the green product. Cleaner Engineering and Technology, 6, 100404.
  48. Mrad, M., Semaan, R. W., Christodoulides, G., & Prandelli, E. (2025). Give me a second life! Extending the life-span of luxury products through repair. Journal of Retailing and Consumer Services, 82, 104055.
  49. Nadeem, W., Alimamy, S., & Ashraf, A. R. (2023). Navigating through difficult times with ethical marketing: Assessing consumers’ willingness-to-pay in the sharing economy. Journal of Retailing and Consumer Services, 70, 103150.
  50. Nath, P., & Siepong, A. (2022). Green marketing capability: A configuration approach towards sustainable development. Journal of Cleaner Production, 354, 131727.
  51. Ni, L., Ahmad, S. F., Alshammari, T. O., Liang, H., Alsanie, G., Irshad, M., Alyafi-AlZahri, R., BinSaeed, R. H., Al-Abyadh, M. H. A., & Bakir, S. M. M. A. (2023). The role of environmental regulation and green human capital towards sustainable development: The mediating role of green innovation and industry upgradation. Journal of Cleaner Production, 421, 138497.
  52. Park, J. Y., Perumal, S. V., Sanyal, S., Ah Nguyen, B., Ray, S., Krishnan, R., Narasimhaiah, R., & Thangam, D. (2022a). Sustainable marketing strategies as an essential tool of business. American Journal of Economics and Sociology, 81(2), 359–379.
  53. Park, J. Y., Perumal, S. V., Sanyal, S., Ah Nguyen, B., Ray, S., Krishnan, R., Narasimhaiah, R., & Thangam, D. (2022b). Sustainable marketing strategies as an essential tool of business. American Journal of Economics and Sociology, 81(2), 359–379.
  54. Peterson, M., Minton, E. A., Liu, R. L., & Bartholomew, D. E. (2021). Sustainable marketing and consumer support for sustainable businsses. Sustainable Production and Consumption, 27, 157–168.
  55. Prieto-Sandoval, V., Torres-Guevara, L. E., & García-Díaz, C. (2022a). Green marketing innovation: Opportunities from an environmental education analysis in young consumers. Journal of Cleaner Production, 363, 132509.
  56. Ranjbari, M., Esfandabadi, Z. S., Zanetti, M. C., Scagnelli, S. D., Siebers, P.-O., Aghbashlo, M., Peng, W., Quatraro, F., & Tabatabaei, M. (2021). Three pillars of sustainability in the wake of COVID-19: A systematic review and future research agenda for sustainable development. Journal of Cleaner Production, 297, 126660.
  57. Roh, T., Noh, J., Oh, Y., & Park, K.-S. (2022). Structural relationships of a firm’s green strategies for environmental performance: The roles of green supply chain management and green marketing innovation. Journal of Cleaner Production, 356, 131877.
  58. Rong, K., Li, B., Peng, W., Zhou, D., & Shi, X. (2021). Sharing economy platforms: Creating shared value at a business ecosystem level. Technological Forecasting and Social Change, 169, 120804.
  59. Santos, L. D. V., Holanda, F. S. R., Pedrotti, A., de Medeiros, R. M. B., de Santana Oliveira, C. V., & Villwock, A. P. S. (2024). An empirical model for branding oriented by the environmental sustainability of the Amazon Rainforest: a hybrid structural equation modeling with fsQCA approach. Discover Analytics, 2(1), 4.
  60. Sebhatu, S. P., & Enquist, B. (2022). Values and multi-stakeholder dialog for business transformation in light of the UN Sustainable Development Goals. Journal of Business Ethics, 180(4), 1059–1074.
  61. Shanti, J., & Joshi, G. (2022). Examining the impact of environmentally sustainable practices on hotel brand equity: a case of Bangalore hotels. Environment, Development and Sustainability, 24(4), 5764–5782.
  62. Sheykhan, S., Boozary, P., GhorbanTanhaei, H., Behzadi, S., Rahmani, F., & Rabiee, M. (2024a). Creating a fuzzy DEMATEL-ISM-MICMAC-fuzzy BWM model for the organization’s sustainable competitive advantage, incorporating green marketing, social responsibility, brand equity and green brand image. Sustainable Futures, 8, 100280.
  63. Sheykhan, S., Boozary, P., GhorbanTanhaei, H., Behzadi, S., Rahmani, F., & Rabiee, M. (2024b). Creating a fuzzy DEMATEL-ISM-MICMAC-fuzzy BWM model for the organization’s sustainable competitive advantage, incorporating green marketing, social responsibility, brand equity and green brand image. Sustainable Futures, 8, 100280.
  64. Sheykhan, S., Boozary, P., GhorbanTanhaei, H., Behzadi, S., Rahmani, F., & Rabiee, M. (2024c). Creating a fuzzy DEMATEL-ISM-MICMAC-fuzzy BWM model for the organization’s sustainable competitive advantage, incorporating green marketing, social responsibility, brand equity and green brand image. Sustainable Futures, 8, 100280.
  65. Sheykhan, S., Boozary, P., GhorbanTanhaei, H., Behzadi, S., Rahmani, F., & Rabiee, M. (2024d). Creating a fuzzy DEMATEL-ISM-MICMAC-fuzzy BWM model for the organization’s sustainable competitive advantage, incorporating green marketing, social responsibility, brand equity and green brand image. Sustainable Futures, 8, 100280.
  66. Shi, J., Yang, D., Zheng, Z., & Zhu, Y. (2022). Strategic investment for green product development and green marketing in a supply chain. Journal of Cleaner Production, 366, 132868.
  67. Szabo, S., & Webster, J. (2021). Perceived greenwashing: the effects of green marketing on environmental and product perceptions. Journal of Business Ethics, 171, 719–739.
  68. Tran, N. K. H. (2023). Enhancing green brand equity through environmental reputation: The important of green brand image, green brand trust, and green brand loyalty. Business Strategy & Development, 6(4), 1006–1017.
  69. Udeagha, M. C., & Ngepah, N. (2023). The drivers of environmental sustainability in BRICS economies: do green finance and fintech matter? World Development Sustainability, 3, 100096.
  70. van Langen, S. K., Vassillo, C., Ghisellini, P., Restaino, D., Passaro, R., & Ulgiati, S. (2021). Promoting circular economy transition: A study about perceptions and awareness by different stakeholders groups. Journal of Cleaner Production, 316, 128166.
  71. Verma, N., Jujjavarapu, S. E., & Mahapatra, C. (2023). Green sustainable biocomposites: Substitute to plastics with innovative fungal mycelium based biomaterial. Journal of Environmental Chemical Engineering, 11(5), 110396.
  72. Verma, S. K., Prasad, A., & Katiyar, V. (2024). State of art review on sustainable biodegradable polymers with a market overview for sustainability packaging. Materials Today Sustainability, 100776.
  73. Wahab, N. A. B. A., & Nor, R. B. M. (2023). The role of enterprise resource planning (ERP) systems in facilitating sustainable business practices. AI, IoT and the Fourth Industrial Revolution Review, 13(9), 29–39.
  74. Williams, A., Parker, J. N., Kennedy, S., & Whiteman, G. (2024). A process study of evolving paradoxes and Cross-Sector goals: a partnership to accelerate global sustainability. Journal of Management, 01492063241278803.
  75. Yu, X. (2023). Low-Carbon Design of Green Packaging Based on Deep Learning Perspective for Smart City. IEEE Access.
  76. Yuan, B., & Cao, X. (2022). Do corporate social responsibility practices contribute to green innovation? The mediating role of green dynamic capability. Technology in Society, 68, 101868.
  77. Zhang, Z. (2024). Exploring the green edge: the role of market orientation and knowledge management in achieving competitive advantage through creativity. Humanities and Social Sciences Communications, 11(1), 1–16.