The purpose of this article is to present the ways and opportunities for using marketing strategies by logistics operators to promote sustainable transport. The first part discusses key conceptual frameworks, such as the shift, decoupling, decarbonization paradigms, as well as the role of ESG in the logistics sector. Based on survey research conducted among companies using logistics services, the study identifies key activities that support the development of green logistics. Despite the growing environmental awareness, logistics operators face numerous challenges, including high investment costs and limited customer interest in choosing eco-friendly transport options. A crucial component of effective marketing strategies is their integration with operational activities, which enables the efficient implementation of green practices. Offering discounts for low-emission transport choices, transparent emissions reporting, and partnerships with environmental organizations are among the actions that can contribute to greater customer engagement. The article emphasizes that logistics operators, by combining sustainable practices with well-designed marketing strategies, can support global sustainable development goals while simultaneously building a competitive advantage. The research was conducted using a survey method involving 100 companies that utilize logistics services. The findings may serve as a basis for developing effective marketing tools aimed at promoting green logistics.

The paper aims at presenting the results of theoretical validation of the employer brand personality construct. The text explains the specificity of the employer brand, presents where the interest in the brand personality came from, and indicates the reasons for undertaking research in the field of measuring the employer brand personality. Bearing in mind that each research project should include the validation of the (new) tool used, the authors assess the reliability and accuracy of the employer brand personality scale used in their own research. The scale used in the research is a modified (adjusted to the specificity of the employer's brand) Polish-language brand personality scale. Based on the results of validation, the authors propose that a two-dimensional scale consisting of fourteen aspects should be used to study the employer brand personality. The two-dimensional employer brand personality construct meets the conditions of reliability and accuracy. This means that the developed scale can be used in practice (under Polish conditions). Therefore, the article has application values; this study is also one of the few Polish-language texts devoted to the personality of the employer brand.