From cleaner production to green competitive advantage: evidence from Egypt

Abstract

The study investigates the green competitive advantage in the Egyptian business environment. A qualitative analysis used primary data from the first quarter of 2023. It allowed us to answer the questions that tackle the motives of cleaner production, the reflection of cleaner output on the green brand image, and estimate the impact of the green brand image on the competitive advantage. The study found a mediating role of a green brand image between cleaner production and green competitive advantage. In addition, the significant motives for cleaner production at Egyptian companies were regulatory rules, consumer pressures, and green creativity. Finally, a green brand image substantially reinforces the green competitive advantage of Egyptian companies. The results may be instrumental for companies seeking a faster transition towards green competitive advantage.