Role of Green Branding in Achieving Competitive Advantage in Automobile Industries

Abstract
In the face of growing environmental concerns and consumer awareness, green marketing has emerged as a strategic tool for organizations to align business goals with sustainability objectives. This study investigates the effect of green marketing strategies specifically green branding, green product features, green promotion, and green packaging on organisational performance and competitive advantage in the context of automobile industries in Chennai City. A structured questionnaire was administered to 102 respondents, and statistical analyses including percentage analysis, reliability testing, exploratory factor analysis, and regression analysis were employed to validate the research model. The results reveal a significant and positive influence of green marketing strategies on both organisational performance and competitive advantage. Among the constructs, green branding was found to be a major contributor to strategic differentiation and customer trust. The findings emphasize the need for automobile industries to adopt comprehensive green marketing initiatives not only to meet environmental regulations but also to enhance market positioning and long-term profitability. The study provides practical insights for marketing strategists and policymakers aiming to integrate sustainable practices into core business functions.
Keywords: Green Marketing Strategies, Green Branding, Organisational Performance, Competitive Advantage, Automobile Industry.