Abstract

The study aims to identify, systematize, and clarify the effects of key marketing factors that stimulate businesses to create and develop green brands. The methodological framework comprises the analysis and synthesis of scientific propositions, the systematization of empirical experience, comparison, and structural-logical analysis. It is substantiated that the determinants to be studied in order to account for their potential effects when choosing a green brand development strategy can be conventionally grouped into four categories: market and consumer drivers; economic and financial advantages; reputational and regulatory aspects; and corporate culture and HR. The study systematizes the conceptual, process, and outcome components of integrating marketing factors into a green brand development strategy. Furthermore, a synergistic interconnection among these factors has been identified, which can enhance overall business performance.