Sustainable transport marketing – the role of logistics operators in promoting green practices
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.
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