SUSTAINABLE MANAGEMENT PRACTICES: GREEN MARKETING AS A SOURCE FOR ORGANIZATIONAL COMPETITIVE ADVANTAGE

Objective: The objective of this research was to analyze the contributions of green marketing as a source of competitive advantage for organizations. Methodology: The research adopted the systematic review methodology, following the PRISMA guidelines, to analyze articles on sustainable management practices, green marketing and competitive advantage. Search platforms such as Google Acadêmico and Scielo were used, with inclusion criteria for scientific articles in Portuguese published between 2018 and 2023. Exclusion criteria were applied to discard non-pertinent works, resulting in the selection of 7 articles. Results and data analysis: As a result, it was possible to see that the systematic review highlighted green marketing as a source of competitive advantage for organizations, by integrating environmental concerns into market strategies. This enables differentiation, operational efficiency, and more sustainable production processes. In addition, the adoption of sustainable practices attracts consumers engaged with sustainability, increasing the profitability of production models. Certifications such as ISO 14001 demonstrate a commitment to sustainability, giving competitive advantage. Thus, green marketing favors the company's image and, at the same time, engages consumers in sustainable practices, contributing to the positioning of the organization in the market as a socio-environmentally responsible company. Conclusion: It is concluded, therefore, that green marketing not only improves the competitiveness


INTRODUÇÃO
Over the last few decades, human action has been a determining factor in changing the environment.Human activities, driven by industrial development, urban expansion and population growth, have exerted significant pressure on natural ecosystems.As a consequence, such activities often result in processes of environmental degradation, which include air, water and soil pollution, loss of biodiversity, deforestation and climate change (CALAZANS; SILVA, 2016).
In this scenario, sustainable management practices are becoming increasingly essential for organizations that seek not only to maximize profits, but also to minimize negative impacts on the environment and society.Among these practices, green marketing stands out, which focuses on promoting products and services that are environmentally responsible (PEREIRA JÚNIOR; PEREIRA, 2017).
Green marketing is a strategic approach that aims to promote products and services in an environmentally responsible way.It is, therefore, a marketing tool that seeks to meet growing consumer demands for products that have a lower environmental impact, are sustainable and are aligned with environmental preservation values.This practice involves everything from developing environmentally friendly products to communicating and marketing these products in a transparent and ethical manner (SCHIOCHET, 2018).
Green marketing also encompasses the adoption of business policies and practices that aim to minimize waste, reduce pollution and conserve natural resources.By adopting green marketing, companies seek not only to obtain competitive advantages in the market, but also to contribute to the promotion of environmental sustainability and the construction of a positive corporate image before consumers and society in general (LANGE; TRINDADE; MARQUES,

2018).
As reiterated by Piasentin et al. (2018), green marketing aims to meet growing consumer demands for environmentally friendly products, while it can also become a significant source of competitive advantage for organizations.This is because, by adopting green marketing strategies, companies can differentiate their products in the market, attract consumers concerned about the environment and strengthen their corporate image as a socially responsible company.
Given this context, the objective of this research was to analyze the contributions of green marketing as a source of competitive advantage for organizations.It is expected that the results of this study will contribute to a better understanding of the benefits that green marketing can provide to companies, highlighting its strategic importance in the current business scenario focused on sustainability.

METHODOLOGY
The research was carried out following the principles and guidelines of a systematic review, chosen for its rigorous and objective methodological approach in analyzing a specific topic.The reason for choosing this methodology is to ensure a comprehensive and structured search of existing literature on sustainable management practices and green marketing, enabling the identification and synthesis of relevant evidence to answer the research question in a systematic and reliable way.
To conduct the systematic review, the PRISMA guidelines ( Preferred Reporting Items for Systematic Reviews and Meta-Analyses ), which provide a detailed roadmap for planning, executing and reporting systematic reviews.These guidelines help ensure the transparency and quality of the review process, from the search to the synthesis of results.
Scielo search platforms were used to identify relevant articles.Specific keywords related to the topic were used, such as "sustainable management practices", "green marketing", "business sustainability", among others.Furthermore, Boolean operators "AND" and "OR" were used to combine and exclude terms, refining the results and ensuring the inclusion of relevant studies that addressed the various dimensions of the topic.
The inclusion criteria adopted were: scientific articles, completely available on the internet, in Portuguese, of Brazilian origin and published between 2018 and 2023.These criteria were established to guarantee the relevance, accessibility and timeliness of the articles selected for analysis .
On the other hand, the exclusion criteria were applied to discard works that did not meet the inclusion criteria, such as abstracts, theses, annals, monographs, among others, as well as articles that were not fully available on the internet or were not associated with the topic of sustainable management practices and green marketing.
The analysis of the articles was conducted in two stages.In the first stage, the abstracts and titles of the articles were read to assess their preliminary relevance.In the second stage, the articles selected in the previous stage were read in full for a more detailed and critical analysis, identifying their contributions, methodologies and conclusions.This process allowed for a comprehensive and in-depth understanding of the current state of knowledge on sustainable management practices and green marketing.
As a result of the systematic review process, 7 articles were selected.The data from the articles were synthesized in an Excel spreadsheet, in order to provide a summary of the main information from the studies.

RESULTS AND DATA ANALYSIS
As a result of the systematic review, 7 articles were selected, as shown in table 1.

Table 1
Articles selected in the systematic review Green marketing is recognized as a crucial source of competitive advantage for organizations, as it links environmental concerns to competitiveness.By adopting sustainable practices, as evidenced in a shopping center in the Metropolitan Region of Recife, it is possible to achieve operational efficiency and stand out in the market.The strategic advantages of green marketing involve a cleaner production process strategy, creating a sustainable competitive advantage.Investing in cutting-edge stocks in the green segment can open up opportunities for innovative products and technologies.Companies fully integrated with environmental aspects can use these market niches to sell products or services, strengthening their competitive position.Operational efficiency strategies are not exclusive to large enterprises, and an assessment of the impact of these strategies on customers can be a suggestion for future studies.Green marketing emerges as an essential strategy for companies, highlighting their commitment to the environment and future generations.By adopting sustainable practices, companies are able to differentiate themselves in the market, gaining a competitive advantage.This approach not only attracts consumers concerned about environmental issues, but also makes production models more profitable, promoting a balance between environmental preservation and operational efficiency.In this way, green marketing not only provides benefits to companies, but also contributes to a culture of sustainability and the preservation of natural resources for future generations.

Santos and Andreoli (2022)
Analyze how micro and small sustainable cosmetics companies in the city of São Paulo employ (or not) green marketing as a new marketing orientation

Qualitative research
Green marketing emerges as a fundamental strategy for companies, representing a real market opportunity.The implementation of green marketing attributes is driven by ideological thinking that values environmental responsibility.However, there are still challenges to be overcome, such as the need for certification, the high cost of production inputs, small-scale production and the presence of greenwashing , which generates distrust on the part of consumers.Despite these barriers, green marketing remains a potential source of competitive advantage for companies seeking to align ethical and financial values in their business practices.

Costa et al. (2021)
Address some characteristics that make up the concept of green marketing and its benefits used within corporations

Bibliographic research
With consumers' growing concern regarding the quality and origin of the products they consume, companies are facing a demand for greater transparency in their practices.Green Marketing emerges as a fundamental strategy to meet these expectations, providing an important competitive advantage.By adopting sustainable practices, companies are able to differentiate themselves from the competition, increase their visibility and strengthen their brand in the minds of consumers.This not only contributes to maintaining the company's profitability, but also positions it as a responsible brand, concerned with sustainable production and environmental preservation.In addition to the environmental benefits, attention to the environment in business processes results in positive brand consolidation, improving its social reputation and establishing lasting commercial relationships with consumers.Therefore, the integration of Green Marketing practices into business planning not only guarantees long-term financial sustainability, but also contributes to the preservation of natural resources and the continuity of life on our planet.

Simão and Neto (2022)
Present facts that demonstrate the need to raise awareness about Environmental

Bibliographic research
Green Marketing is fundamental for companies committed to socioenvironmental concerns, providing an integrated approach in relations with their internal and external audiences.By integrating environmental marketing actions with social and relationship marketing, the aim is to satisfy companies, Management in companies as a form of Marketing strategy, which can present itself as a differentiator within the organizational scope to serve a consumer market concerned with the quality of the environment consumers and the environment.This growth in environmental awareness has led organizations to adopt environmental marketing programs, aiming to increase productivity, reduce costs, obtain resources more easily and respond to government and NGO pressures.The demand for companies and brands concerned with reducing environmental impacts is growing, making Green Marketing a significant source of competitive advantage.In addition to contributing to the companies' economy, this approach contributes to the preservation of the planet, by promoting environmental prevention actions and ensuring the survival of future generations.The study highlights the relevance of business sustainability as a significant competitive differentiator, both for the success of companies and for the wellbeing of society.The research reveals that the adoption of sustainable practices is becoming increasingly common among companies of all sizes, driving innovation and the development of new technologies.Consumer preference for sustainable companies is on the rise, which makes these practices even more relevant.In addition to reducing waste and improving competitiveness, sustainable strategies also increase profits, improve the company's image and attract investors.Green marketing plays a crucial role in publicizing companies' sustainable actions, increasing their visibility and credibility.This business model not only allows companies to profit more and be more innovative, but also promotes environmental preservation in response to growing consumer demand.Ultimately, corporate sustainability drives healthy competition between organizations, leading to improvements in products and work practices, and generating positive returns for all parties involved.

Araújo et al. (2023)
Analyze how environmental marketing can benefit a company's brand, as well as the environment

Qualitative research
Green marketing emerges as a powerful source of competitive advantage for organizations, especially in a context in which the population's environmental awareness is on the rise.Companies that adopt environmental marketing strategies are able to stand out in the market, attracting consumers concerned about sustainability.Furthermore, obtaining ISO 14001 certification demonstrates companies' commitment to sustainability and provides a significant competitive advantage, promoting sustainable development.Environmental marketing not only builds the company's image, but also engages consumers in sustainable practices, contributing to a healthier future for both the environment and organizations.This approach reflects the growing importance of environmental preservation and the need for concrete actions by companies and governments to ensure a sustainable world for future generations.

Source: Research data (2023).
Bento's text (2020) addresses the role of green marketing as a significant source of competitive advantage for organizations, highlighting its ability to integrate environmental concerns into market strategies.Through the adoption of sustainable practices, exemplified by the case of a shopping center in the Metropolitan Region of Recife, companies can achieve operational efficiency and differentiate themselves in the market.This strategic approach not only promotes a cleaner production process, but also establishes a sustainable competitive advantage, providing both economic and environmental benefits.
The research mentions that investing in cutting-edge initiatives in the green segment can open new opportunities for innovative products and technologies, reinforcing companies' position in the market.The full integration of environmental aspects can be used as a strategy