B2B green marketing strategies for European firms: Implications for people, planet and profit

The present research addresses the gap in studies on B2B marketing comparing a diverse set of socio-economic factors (ROA and Tobin' s Q) and its effects on people, planet, and profit. Studies in the past have shown that firms haven't been able to gain a long-term competitive advantage by using environmental strategies. Hence, the research analyses how 371 B2B firms from developed and emerging European countries achieve competitive advantage through green marketing strategies. Additionally, those firms are also assessed in reference to their level of engagement with environmental, social, and governance strategies. Our findings highlight that the more the engagement in green marketing by B2B firms, the greater the green competitive advantage that B2B firms in developed European markets can achieve. Hence, the study explores the relationship of B2B marketing, environmental sustainability, and corporate profitability, providing insights into how European firms can balance their financial objectives with their social and environmental responsibilities. The originality of the research stressed the need to pursue social and environmental goals and to preserve the future of people, planet, and profit through green marketing strategies. Investing in future business models and green competitive advantage is especially important for B2B European emerging firms' markets.