INTEGRATING GREEN ECONOMY PRINCIPLES INTO INTERNATIONAL TRADE: LESSONS FOR EXPORT-ORIENTED MARKETING

Аннотация

The transition toward a global green economy has reshaped the conditions for export competitiveness, yet the integration of environmental principles into international marketing strategy remains theoretically underdeveloped and empirically contested. This article is looking at how the principles of the green economy that include low-carbon production, resource efficiency and environmental certification could be incorporated in the export-oriented marketing strategy to improve the competitive performance in the international markets. The study will provide a response to the following research question: To which extent green economy practices, namely, environmental certification, carbon intensity reduction, and sustainability-oriented marketing, affect the performance of exports to international markets, and what are the strategic marketing implications of export-oriented firms in various regulatory and cultural environments? The study will be conducted using a Comparative Country Analysis design and a secondary data analysis using the WTO, UNCTAD, the World Bank, and peer-reviewed literature (2015-2025). Important discoveries are that in 2022, global green goods trade had increased significantly by 243% since 2000, sustainability-marketed products offered a 27.6% higher price than conventional products, and in European panel data, ISO 14001 certification was positively linked to excellent export performance. The Carbon Border Adjustment Mechanism (CBAM) of the EU which goes into full effect in 2026 is considered as a structural inflection point that is redefining the competitive floor of carbon-intensive exporters. The findings of the panel quantile regression (1561-1562) of 30 European countries (2012-2022) indicate that the relationship between green-export performance and institutional quality and R&D expenditure is moderate, and hence the significant consequences of the study are that the firm in various regulatory and cultural settings must adjust the investment in green marketing accordingly. The article ends with policy suggestions to governments and companies who are aiming at making environmental compliance a lasting export competitive advantage.