Influence of sustainable actions on green marketing strategies in micro and small businesses: an analysis based on multiple cases

Ila Meira Teixeira, Claudimar Pereira da Veiga
DOI: https://doi.org/10.21529/RECADM.2025012

Abstract

Considering the scarcity of studies on sustainability and marketing in small businesses and, especially, on green marketing in these companies, this study aims to contribute to this gap and proposes to analyze how sustainable practices influence green marketing strategies in micro and small businesses. The methodology adopted was that of multiple case studies and evidences were collected through interviews and documents in four micro and small enterprises in the recycling segment located in the State of Sergipe. The results demonstrate that, although the adoption of renewable sources of water and energy is still timid in the companies studied, possibly due to the current costs of these resources, the intrinsic sustainable characteristics to these products and services stand out as a competitive differentiator. This distinction has encouraged these companies to innovate, incorporating environmental concerns into their operations and marketing strategies. However, a consensus was identified among them on the imperative of improving their green marketing strategies and adopting more proactive and educational stances. As revealed by the study, a significant barrier is the need for more financial and human resources, limiting more substantial investments in green marketing initiatives.


Keywords

green marketing; small business; small business green marketing

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