A Matrix-Based Approach to Selecting Green Marketing Strategies for Event and Entertainment Service Enterprises

Purpose to develop a scientifically grounded approach to selecting a green marketing strategy for event and entertainment service enterprises. Literature analysis, adaptation of the Ginsberg–Bloom strategic matrix, typological analysis, and an illustrative economic calculation. A four-strategy green marketing matrix for event services and a typology of strategy selection by event type were developed. An illustrative calculation showed that switching to reusable decorations could halve total costs across 12 events. The green marketing strategy should be selected according to the type of event, the size of the environmentally conscious market segment, and opportunities for differentiation.