Exploring the importance of green marketing to increase sales in food industry

¹ University of Food Technologies – Plovdiv, Faculty of Economics, 4000 Plovdiv, 26 Maritsa blvd., Bulgaria
² Technical University – Sofia, Plovdiv Branch, 25 Tsanko Diustabanov St, 4000 Plovdiv, Bulgaria

¹ Corresponding author: i.kulova@abv.bg

Abstract

Over the past decade, the imperatives of environmental sustainability have significantly transformed consumer preferences, especially within the food sector. This study aims to highlight the importance of green marketing for modern businesses, demonstrating that such strategies not only have the potential to boost sales in the food industry, but also play an important role in protecting and preserving the global environment. Through an in-depth analysis of specific case studies and current market trends, the study highlights the fact that green marketing not only satisfies the growing consumer demand for sustainability, but also acts as a significant tool for differentiation in the face of intense market competition. Companies that implement sustainable practices – from environmentally responsible packaging to ethical sourcing – not only improve public perception of their brand, but also realize economic advantages in the form of increased market share and enhanced consumer loyalty. The results of the study highlight the importance of integrating green marketing into the strategic models of food companies, as it simultaneously supports sustainable profitability and contributes to global environmental stability. In this context, green marketing is being established not just as a competitive advantage, but as a paradigm for long-term development and maintaining competitiveness in the sector.