Green Marketing Strategy in the Energy Sector: A Systematic Literature Review

Abstract

The global energy transition has encouraged energy companies to adopt sustainable marketing strategies to strengthen corporate reputation and enhance consumer trust in clean energy products. This study aims to systematically review the development of green marketing strategies in the energy sector, with a particular focus on sustainability branding, consumer perception, and ESG communication. The study employs a Systematic Literature Review (SLR) approach using the PRISMA framework by analyzing articles published in reputable international databases. The findings reveal that green marketing plays a significant role in enhancing corporate reputation, increasing consumer trust, strengthening purchase intention, and creating competitive advantages within the energy industry. In addition, sustainability branding and ESG communication have increasingly become strategic tools for supporting business decision-making processes and promoting the adoption of clean energy. However, several challenges remain, particularly issues related to greenwashing and inconsistencies in sustainability communication. This study contributes to the strategic marketing literature by providing comprehensive insights into the role of green marketing innovation in supporting business sustainability and long-term competitiveness in the energy sector.