Green Management and Relationship Marketing: Driving Sustainable Change in Business

This research project aims to explore how green management practices and relationship marketing strategies shape brand attitudes, trust, and perceptions of sustainability among students across EU-CONEXUS universities. As businesses increasingly prioritise environmental responsibility and long-term stakeholder engagement, understanding how sustainable

management and relationship-oriented marketing influence consumer responses—particularly among environmentally aware student populations—has become essential.

Focusing on students from diverse EU-CONEXUS institutions, this study will examine the effectiveness of integrated green management and relationship marketing approaches, including eco-labelling, sustainable product development, transparent communication, and values-based brand relationships. The research will investigate key dimensions such as brand trust, emotional engagement, perceived authenticity, and intentions to support sustainable brands.

Beyond relationship marketing and consumer attitudes, the broader project incorporates core principles of green management, providing students with a holistic understanding of how sustainability shapes modern business. Topics such as sustainable supply chains, responsible leadership, green innovation, and corporate social responsibility (CSR) are embedded to enhance students’ analytical skills and their ability to evaluate sustainability-driven business strategies.

This project will generate valuable insights into the role of green management and relationship marketing in driving sustainable business transformation. Additionally, it will help identify which elements of sustainability communication and long-term relationship-building most strongly influence brand perceptions among young consumers.

General learning outcomes

• Analysing Green Management and Relationship Marketing Strategies:

  Students will develop the ability to critically analyse and evaluate integrated sustainability strategies—such as eco-labelling, sustainable product design, transparent communication, and long-term relationship marketing approaches—and assess their effectiveness in shaping consumer behaviour, brand trust, and loyalty.

• Integrating Green Management Principles into Sustainable Business Strategy:

  Students will demonstrate a solid understanding of key concepts in Green Management, including sustainable supply chain management, corporate social responsibility (CSR), green innovation, and resource-efficient operations, and explain how these principles guide businesses in driving sustainable change and strengthening stakeholder relationships.

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