U-shaped relationship between eco-marketing and ESG in environmental sustainability

• Published in: E3S web of conferences 2024, Vol.577, p.1006
• Main Author: G’ulomovna, Davronova Zilola
• Format: Article
• Language: English
• ISSN: 2267-1242; 2267-1242
• DOI: 10.1051/e3sconf/202457701006

In years there has been a growing focus, on sustainability with a particular emphasis on incorporating ecofriendly marketing strategies and Environmental, Social and Governance (ESG) standards. This research delves into the relationship between eco marketing efforts and ESG performance in promoting sustainability. The main goal is to investigate how different levels of eco marketing impact ESG outcomes and support practices. Using an equation model this study examines a dataset across various industries known for their eco marketing initiatives. The results uncover a correlation where moderate eco marketing levels lead to less than optimal ESG performance while both low and high levels result in better outcomes. This U-shaped pattern suggests that making either minimal or substantial investments in eco marketing is more effective in boosting ESG performance than efforts. Recent findings indicate that companies investing heavily in eco marketing see enhancements in sustainability indicators. The research suggests that businesses should either commit minimally or extensively to eco marketing approaches to maximize ESG advantages. This insight holds value, for policymakers and business executives looking to strengthen their environmental sustainability standings. The findings highlight how crucial it is to plan when investing in eco marketing and offer an insight into how marketing strategies and sustainability results interact. This study adds to the expanding pool of information, on business methods. Provides actionable suggestions, for enhancing ESG performance through focused eco marketing initiatives.