ENVIRONMENTAL LOGISTICS AS A NEW DIMENSION OF BRAND VALUE

Abstract

The article addresses the relevance of environmental (green) logistics in the context of increasing competition and the growing importance of sustainable development. Under current market conditions, companies are required to rethink traditional approaches to value creation, as brand perception is increasingly shaped not only by communication efforts but also by operational processes. In this regard, logistics is gradually transforming from a purely supportive function into an integral component of customer experience, directly influencing consumer perceptions, trust, and behavioral responses. The study focuses on the relationship between environmental logistics practices and the formation of marketing brand value. Particular attention is paid to the role of logistics processes such as packaging, transportation, and reverse flows in shaping interactions between the company and its stakeholders. Environmental logistics is considered not only as a tool for reducing negative environmental impact but also as a mechanism that can potentially contribute to the creation of additional value for consumers and other stakeholder groups. The paper outlines the problem of insufficient integration of environmental logistics into marketing strategies, which leads to a limited perception of such practices as a source of competitive advantage. In many cases, environmental initiatives remain insufficiently visible or are not properly communicated, which reduces their potential influence on brand perception. At the same time, the growing level of environmental awareness among consumers increases the importance of transparency, clarity, and credibility of sustainability-related practices. The research examines key aspects of green logistics, including eco-friendly packaging, low-impact delivery solutions, and reverse logistics, as elements of the broader system of value creation. It also considers the importance of aligning operational changes with communication strategies in order to ensure that environmental initiatives are properly perceived and interpreted by consumers. The need for a comprehensive approach that integrates logistics, marketing, and sustainability principles is emphasized as a prerequisite for strengthening brand positioning and improving interaction with target audiences.