anatomy of green marketing (original) (raw)
There has been much discussion since the late 1980s concerning "green" issues. Society is becoming increasingly concerned with the rapid depletion of the world's resources and the increasing rate that the environment is being polluted by our activities. Since environmental improvement and competitiveness are defined as the new paradigm for the world economy, green marketing has been one of the most popular topics in the business arena. This chapter aims to examine this concept form several different perspectives. In the first section the evolution of green marketing concept with the help of theoretical underpinnings will be summarized. The criticisms regarding green marketing will also be discussed. In the second section green consumer behavior will be investigated. In order to position green product offerings, companies need to understand the characteristics and buying patterns of different segments of the green consumer. This section will help to identify the Turkish green consumer. The language and appeals used in environmental communication is very important in changing attitudes. Thus, the third section focuses on the effectiveness of green messages. In the last part of the chapter, Gezi Park protests from Turkey will be examined as an important case with political, economic, social and international impacts as well as its triggering effect of leading to mindful consumption. This chapter explores existing literature on an interest evoking subject; green marketing, as well as integrating theoretical concepts with a recent social event from an emerging market with case approach.
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