Green marketing and the Customer Value Proposition in industrial markets

Green marketing and the customer value proposition can be seen as two related concepts. Companies that decide to adopt a green strategy must be able to demonstrate to their customers how their offer can deliver value to them. There is a tool that companies can use to accomplish this: the customer value proposition, which is a strategic tool they must use to convey the benefits that they promise to their customers. This thesis presents an analysis of the literature on green marketing and the customer value proposition. Afterwards, it presents a cross-case analysis of the customer value proposition developed by Italian companies in the B2B market.