SUSTAINABLE MARKETING STRATEGIES IN THE CONSTRUCTION INDUSTRY
Keywords:
Marketing Strategy, Sustainability, Construction Industry, Green Marketing, Environmental ResponsibilityAbstract
This academic article aims to examine marketing strategies that promote sustainability within the construction industry a sector known for its significant environmental impact. It applies concepts of green marketing, social marketing, and corporate social responsibility (CSR) through the analysis of successful company case studies. The findings indicate that sustainability-focused marketing strategies help create competitive advantages, enhance corporate image, and meet the expectations of a new generation of consumers who value environmental consciousness and business ethics. The content covers sustainable marketing concepts, the use of digital technologies to drive strategy, stakeholder engagement, and policy recommendations for the construction sector. Additionally, it offers new knowledge to support effective policy development and practical strategic implementation. Thus, developing sustainable marketing strategies is not merely about image building but about creating long-term value that leads to the stable growth of the construction industry amid environmental and economic transitions.
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