Abstract:In this work we focused on summarizing the principles of green marketing and the concepts related to it. The aim of this contribution was to prove the relationship between the implementation of green marketing principles and sustainable competitive company position on the market. In order to prove the relationship between the implementation of green marketing principles and the competitive market position of companies, we used a multiple regression method to reveal the relationship, despite many variables. This was preceded by a factor analysis that helped us to select the main factors of influence. In order to meet this goal, we have drawn from the surveys conducted by PwC (Bratislava, Slovakia), the Automobile Industry Association and the Slovak Automobile Institute to identify key factors and future expected development in the auto industry supplier segment and our marketing research, conducted from December 2015 to February 2016. Based on the results of marketing surveys, research responses and the study of available resources, we concluded that there is no comprehensive green marketing implementation model linking environmental consumer behavior with a link to the company's marketing strategy. The contribution could help the Automotive Industry Union to present requirements to the government and help create incentives for the alternative vehicle market, and our findings could be incorporated into the creation of companies' strategy.

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The principles of sustainability are becoming to be a part of responsible behavior of the company in business activities and at the same time, it presents the opportunity how to raise competitiveness. The article presents summary of expert opinions on the green brand issue. In addition, the aim of this paper is to declare why "going green" and "eco friendly" is necessary, explain principles of brand marketing to suggest how to market and promote a brand with green values. Furthermore, it enriches this knowledge by results of own research, in which marketers as well as customers were surveyed about future of green brands.