Green Management and Marketing: Driving Sustainable Change in Business

This Student Research Hub research project aims to explore the impact of green marketing strategies on students’ brand attitudes across EU-CONEXUS universities. As sustainability becomes an increasingly central concern for businesses and consumers, the analysis of green management and marketing has gained significant importance. In particular, understanding how green marketing strategies influence consumer perceptions is essential in the context of environmentally conscious student populations. This study, focusing on students from diverse EU-CONEXUS universities, will primarily investigate the effectiveness of various green marketing tactics, such as eco-labeling, sustainable product design, and ethical messaging, in shaping students’ attitudes toward brands. The research will assess critical dimensions, including brand trust, emotional appeal, and purchase intention.

Beyond green marketing, the broader course content will encompass green management principles, providing students with a well-rounded understanding of sustainable business practices. Topics such as green supply chain management, sustainable innovation, and corporate social responsibility (CSR) will be integrated into the curriculum, enriching students’ knowledge and enhancing their ability to think critically about sustainability in business beyond marketing.

This project will provide valuable insights into effective green business strategies, contributing to the development of more sustainable and socially responsible business practices.

General Learning outcomes 

• Analyzing Green Marketing Strategies
  Students will develop their ability to critically analyse and evaluate green marketing strategies such as eco-labeling, sustainable product design, ethical messaging and their effectiveness in influencing consumer behavior.
• Integrating Green Management Principles
  Students will demonstrate their understanding of key concepts in Green Management, including sustainable supply chain management, corporate social responsibility (CSR), green innovation and their implications for business strategy