Environmental management and green brand for sustainable entrepreneurship

¹ Sumy State University, Department of Economics, Entrepreneurship and Business Administration, Ukraine
² Sumy State University, Department of Cyber Security, Ukraine
³ Sumy State University, Department of Finance and Entrepreneurship, Ukraine
⁴ Sumy State University, Department of Marketing, Ukraine

^* Corresponding author: tetyana_pimonenko@econ.sumdu.edu.ua

Abstract

The increasing competitiveness at the global market and reinforcing the ecological issues contribute the reorientation from the traditional to the sustainable business model. In this case, the business should develop the green brand of the company, which required the implementation of environmental management. The hypothesis of the paper is checking the linking between environmental management and green brand at the company. The results of bibliometrics analysis on the selected theme confirmed the increasing numbers of papers which focused on analysing the relationships between the efficiency of environmental management and green brand at the company. In the paper, the authors used the VosViewer with the purpose to visualise the main scientific patterns on the selected theme. At the second stage, the authors identified the relationships between green brand and environmental management at the company using the ANOVA model. The data for analysis was obtained from the questionaries among companies management (which promote as green companies) and companies' financial statements. The two indicators described the green brand: loyalty to the green brand (frequency of searching company's brand in Google); net profit. The findings proved that companies with effective environmental management had a higher net profit and loyalty to the green brand.