SUSTAINABLE COMPETITIVE ADVANTAGE THROUGH ESG AND ENERGY MANAGEMENT: A GREEN MARKETING PERSPECTIVE
DOI:
https://doi.org/10.5281/zenodo.21073527Abstract
In today’s volatile and highly competitive global marketplace, achieving sustainable competitive
advantage increasingly depends on firms’ ability to integrate Environmental, Social, and Governance (ESG)
principles with internationally recognised energy management frameworks, particularly ISO 50001. This paper
develops and proposes a conceptual model that systematically links energy efficiency performance, ecological
sustainability metrics, and marketing effectiveness within a unified information management framework.
Drawing on Porter’s (1985) competitive advantage theory, Elkington’s (1997) Triple Bottom Line concept, and
contemporary green marketing scholarship, the study argues that ESG–ISO 50001 integration constitutes a
strategically significant driver of green marketing differentiation. Empirical projections and survey data (n = 247)
suggest that enterprises implementing this integrated approach may achieve an 18–24% increase in brand
equity, a 15–22% reduction in energy expenditure, and measurable improvements in consumer trust indices.
The findings have both theoretical and practical implications for chemical industry enterprises in Uzbekistan
and comparable emerging-market contexts.
Keywords
green marketing, ESG principles, ISO 50001, sustainable competitive advantage, energy management, brand equity, green consumer behaviour, corporate environmental responsibility, marketing strategy, green economy.References
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