The Role of Green Marketing Strategies in Promoting Sustainable Development

Abstract The contradiction between economic growth and environmental protection makes enterprises urgently need to embark on the road of transformation through green marketing, so it is very necessary to study green marketing strategy. Based on this, this paper takes sustainable development as the theoretical basis, and focuses on the theoretical basis of green marketing, corporate behavior and its implementation of the power mechanism model based on a comprehensive and systematic exploration of the origin of green marketing ideas. Once again, a dynamic simulation of green marketing affecting sustainable development is carried out. Based on the utility function between green marketing subjects, a system dynamics model of green marketing affecting sustainable development is constructed. The simulation results show that no matter what the initial strategies of the three subjects, namely, enterprises, the government and the public, after continuous evolution, all three will eventually reach the stable equilibrium point 1. Whether or not the government adopts an environmental regulation strategy has a greater impact on the decision of enterprises to adopt green marketing. For enterprises, the costs and benefits of green marketing are the main factors influencing their green marketing initiatives. The results of this study can provide a reference for promoting the application of green marketing in enterprises and enhancing sustainable development performance.