The Impact of Green Marketing on Improving Government Environmental Policies: A Case Study of Freiburg, Germany

Abstract

This study seeks to examine the critical function of green marketing in improving governmental environmental policies, using the German city of Freiburg as a prominent example of urban sustainability. The research investigates the evolution of green marketing from a mere promotional tool to a strategic intermediary that enables the integration of regulatory frameworks and market dynamics. The methodology is predicated on an extensive analytical case study of the city of Freiburg, utilizing an examination of official documents, reports, and academic literature within a multidisciplinary theoretical framework that integrates environmental governance and sustainable marketing. The results show that Freiburg's success is based on a three-part integrated governance model: (1) a long-term political vision, (2) a competitive green economic strategy, and (3) active community involvement. Green marketing was a key part of making this model a reality through real projects (like the Vauban district), building a "Solar City" brand, and reaching out to different groups of people. This led to great environmental, economic, and social results. The research indicates that an effective environmental transformation depends not solely on policies, but on their seamless integration with market dynamics and public involvement, with green marketing functioning as a potent strategic link.