Green Marketing: Dalla strategia alla pratica nelle imprese moderne

The thesis will discuss the development and strategies of green marketing, explaining how important it is in today's business world. Originally a niche concept from the 1970s, green marketing has since evolved to become an indispensable part of business strategy, largely thanks to growing environmental awareness resulting from increased consumer demand for environmentally friendly products. This thesis delves into the evolution of green marketing, from environmental practices of organizations to eco-labels; all these aspects aim to represent a meaningful approach towards caring for our environment. Part of the thesis covers greenwashing, a term used to describe companies making false claims about their environmental credentials and how we can expose this through transparency and accountability. Green marketing has been explained in terms of designing sustainable products, throughout their entire life cycle, for consumer engagement, along with effective communication strategies and their practical application into everyday business life. This thesis also considers the function of standards and regulations such as the FTC Green Guides and the EU Ecolabel in providing guidance to validate green marketing claims. These systems ensure that companies comply with real and verifiable sustainability actions, strengthening customer trust and long-term brand preference. In conclusion, the thesis states that green marketing is not just a passing trend but a vital strategy for companies seeking lasting success and sustainability. By staying in tune with changing consumer values ​​and regulations, companies can gain a competitive advantage while having a positive impact on environmental and social sustainability.