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The modern world is on the verge of change - the models of economic development that have existed for more than one decade are being replaced by new systems that will provide humanity with not only a bright present, but also the future. We are talking about a green economy, with equal attention not only to people, but also to the world around them. The green economy and its competitiveness is a global and European opportunity to overcome international economic problems, accompanied by a more lenient attitude towards the depleted environment. Along with digitalization, one of the global trends is the transition to a green economy and competitiveness based on the principles of combining the interests of society and preserving natural capital. Thus, economic gain meets with the improvement of employment and with the protection of nature. The idea of an environmentally friendly, competitive, green economy as a contribution to sustainable regional development and efficient use of resources is part of the EU's measures to achieve the objectives of the strategy. The European Union seeks to integrate the objectives of the Sustainable Development Strategy into all its policies and regions. The purpose of this article is to show that the extra environmental costs can sometimes lead to a competitive advantage for companies and be the basis for regional business strategies. The outcome of this article could provide regional authorities with a clearer view of the future potential of green business, increasing interest in the topic. In this article we will use methods such as thematic analysis to interpret patterns and meanings in the data on one hand. On other hand we will use content analysis which is a research method used to identify patterns in recorded communication. To conduct content analysis, we were systematically collect data from a set of texts, which can be written, oral, or visual, such as books, newspapers and magazines, speeches and interviews, web content and social media posts. [ABSTRACT FROM AUTHOR]