The Role of Social Entrepreneurship in Promoting Environmental Sustainability: A Green Marketing Perspective

Abstract

In contemporary society, the pursuit of environmental sustainability has emerged as a critical concern, necessitating innovative approaches to address complex ecological challenges. This review paper delves into the evolving landscape of social entrepreneurship and its pivotal role in fostering environmental sustainability through the lens of green marketing strategies. Drawing upon a synthesis of existing literature, this paper provides a comprehensive overview of the interplay between social entrepreneurship, environmental sustainability, and green marketing.

The paper begins by elucidating the conceptual underpinnings of social entrepreneurship, emphasizing its distinctive focus on creating positive societal and environmental impacts through innovative business models. It then examines the multifaceted dimensions of environmental sustainability, highlighting the urgent need for collective action to mitigate ecological degradation and promote responsible consumption patterns.

A central focus of this review is the examination of green marketing strategies adopted by social entrepreneurs to promote environmentally friendly products and services. Through a systematic analysis of empirical studies and theoretical frameworks, the paper elucidates the efficacy of various green marketing techniques, such as eco-labeling, green advertising, and cause-related marketing, in influencing consumer behavior and fostering pro-environmental attitudes.

Furthermore, the review identifies key challenges and opportunities facing social entrepreneurs engaged in promoting environmental sustainability. These include issues related to consumer skepticism, greenwashing, and market competition, alongside emerging trends such as the rise of collaborative consumption and circular economy initiatives.

This paper underscores the critical role of social entrepreneurship in driving positive environmental change and advancing sustainable development goals. By leveraging green marketing strategies, social entrepreneurs can not only create economic value but also contribute to the preservation of the natural environment and the well-being of future generations. Moreover, the paper offers insights for policymakers, businesses, and civil society actors to collaborate effectively in fostering a more sustainable and equitable future.