Designing Green Marketing Across Industries: A Conceptual Framework and Implications for Consumers and Transdisciplinary Research (original) (raw)

Green Marketing: Conceptualizations, Managerial Practices, Challenges and Research Agenda

Journal of Sustainable Development Studies, 2023

Green marketing has attracted some attention in recent times. The general interests in green marketing have been as a result of the increased concerns related to the inefficient use of resources, the poor management of wastes, the high use of fossil fuels, the increase in the emission of greenhouse gases, in addition to relevant pressures from consumers, clients, civil society organizations and governments, among others. Green marketing is an important strand of green business, which is concerned with reducing the impact of business practices on elements of the environment. It, specifically, focuses on reducing the adverse impact of marketing practices on the environment via such traditional marketing activities as product designing, producing product, product packaging, product labelling, product promotion, product distribution, and consuming goods and services that are friendly to the environment. It entails certain broad marketing issues such as product planning, processing, production, promotion, distribution, in addition to protective interest in people, society and planet which are designed by an organization to show its objective of reducing the adverse effect on the environment of its marketing activities. This paper conceptualizes the green marketing construct, presents some of its practices and challenges, and suggests research direction (with a research instrument) for investigating the construct in different organizational and environmental settings.

The Role of Green Marketing Approaches in Consumer Behavior

Singaporean Journal of Business Economics and Management Studies

With ecological problems deteriorating, customers' concerns regarding ecological protection have prompted the enhancement in consumer purchasing approach towards a green way of life. Subsequently, green marketing and the development of green products are valuable strategies that are utilized by firms to increment upper hands and have a possibility of acquiring the fulfillment of consumers to accomplish the company's main goal and vision. Green marketing and the development of green products have different advantages to firms as far as expanding the economical environmental advantages and building the familiarity with the company's brand. This paper portrays the significance of green marketing and the role it plays in consumer behavior by using content analysis as the methodology. This study initially carries out a comprehensive literature review regarding green marketing dimensions, like green packaging, branding, pricing, and such. The results of this paper ascertain the significance of green marketing based on the findings of other studies and concludes the indispensability of a green marketing strategy for firms.

Green marketing and its impact on supply chain management in industrial markets

Industrial Marketing Management, 2012

Green marketing and green supply chain have been drawing the attention of both academics and practitioners in the recent decade. However, no holistic framework has been developed on how to build green industrial brands and industrial corporate brands. Whether or not sustainable/green supply chains can be integrated with green industrial marketing in building greener organizations and industrial brands is still unclear. In addition, little is known on the factors on green new industrial product development or how green new industrial products are adopted by organizations. Furthermore, we know little of whether and how green supply chain enables green new industrial product development. This special issue aims at reflecting the most recent advances on green industrial marketing, green/sustainable supply chains and their interplay in green industrial branding, and to explore future research directions. The guest editors hope that the solicited papers can provide insights on the impacts of sustainable or green supply chains on marketing theory in industrial and business-to-business markets.

Analysis of the Conceptual Frameworks of Green Marketing

Sustainability

The concept of green marketing is not just a passing trend but a crucial aspect in the development of new products, contributing to the foundation of a sustainable environment. By utilizing green marketing, companies endeavor to protect the environment in the best possible way, to have as few harmful effects as possible, and to promote consumer awareness of the environment, thus contributing to sustainable development goals. For the successful application and utilization of green marketing, companies must excel at recognizing the determining elements and means of green marketing. This article aims to classify and summarize the theoretical insights of researchers in the field of green marketing from the perspective of the elements of the marketing mix. The theoretical framework analysis considers each 4P element of green marketing individually, emphasizing the elements and means of 4P functions and examining the impact these elements and means have on consumer attitudes and behavior....

An exploratory study of theories of green marketing and its practices

Independent Journal of Management & Production

One business area where environmental issues have received a great deal of discussion in the popular and professional press is marketing. Terms like "Green Marketing" and "Environmental marketing" appear frequently in the popular press. Many governments around the world have also become so concerned about green marketing activities. Attention was drawn to the subject in late1970’s when the American Marketing Association organized a workshop on Ecological Marketing in 1975. Green Marketing has been an important academic research topic since its inception. But at the same time one of the biggest problems with the green marketing area is that there has been little attempt to academically examine environmental or green marketing. Although environmental issues influence all human activities, few academic disciplines have integrated green issues into their literature. The aim of the study was to explore research and real-life examples of green marketing that may help i...

Green marketing strategies, sustainable development, benefits and challenges and constraints

This paper focused on green marketing intervention strategies and sustainable development with an emphasis on green marketing intervention strategies to environmental problems facing the world today. The review indicates that individuals and organizations can benefit from green marketing strategies and at the same time protect the environment to achieve sustainable development. The weaknesses and the future of green marketing as a discipline and future directions for researchers are also reviewed.

Market – Driven Strategic Green Marketing Within The New Sustainability Paradigm

The current study is an attempt to clarify the nomological net of corporate green marketing and also an attempt to highlight and remedy some inherent dilemmas and myopic approaches in the green marketing debate. Taking its roots in 1970s but not even having reached its zenith, green marketing has a long way to go in both research and practice.

An Introduction To Green Marketing-Emerging Dimensions, Strategies, Opportunities, Challenges and Trends: A Review

Journal of Management and Science, 2013

Green marketing is a phenomenon which has developed particular important in the modern market. This concept has enabled for the re-marketing and packaging of existing products which already adhere to such guidelines. The importance of Green Marketing can well be emphasised by stating the fact that majority of consumers in all the countries want to buy from environmentally responsible companies. Consumers say environmental consciousness is animportant corporate priority – ranking behind good value, trustworthy, and cares about customers. Consumers expect green companies to engage in a broad set of actions, particularly reducing toxics, recycling and managing water. Many consumers prefer to spend more on green products, especially in developing economies. Green marketing is a phenomenon which has developed particular important in the modern market. This concept has enabled for the remarketing and packaging of existing products which already adhere to such guidelines.Additionally, the ...

The Crux of Green Marketing: An Empirical Effusive Study

No product on this planet has a nix impact on the business and environment one is surrounded by and therefore, ‘green products/brands and environmental-friendly products/brands’ is the word used to express those products/brands that work to shield and care for atmosphere/environment by preserving the free energy and/or resources, in order to effectively manage to reduce the wastes from the environment as much as possible. By the topic, it is apparent that the study is all about green marketing and especially to assess the consumer’s perception about the products and brands, which are environmental-friendly i.e. whether green marketing really impresses an individual to buy the products/brands than a product/brand, which doesn’t promote environmental-friendly positioning. This study focuses the Asian market, which is challenged by economic development and opportunity due to gain in energy prices, terrorism, environmental and climatic changes and consequences. A sufficient sample of 2000 users of green products were selected via judgmental sampling and inquired via online structured questionnaire. It was revealed by Multiple Regression test that the associate variables of Consumer’s Environmental Consciousness, which are Social Influence, Environmental Concern, and Perceived Seriousness of Environmental Problems, indeed affect an individual’s Brand Perception/Preference. While, Environmental Attitude, which is the associate variable of Environmental Attitude and Brand’s Environmental Friendly Perception does not affect Brand Preference. However, when the data was split according to gender, Environmental Concern and Brand’s Environmentally Friendly Perception affect Male, while Social Influence and Environmental Concern affect Female in their choice of green-marketed product/brand.

The limitations and potentialities of green marketing

The authors evaluate the potential of green marketing and its limitations in solving society’s environmental problems. The streams of research in the green marketing area are reviewed and their assumptions and efficacies are discussed. While green marketing has some positive societal outcomes, on its own it is an insufficient solution to societal environmental problems in general and to humanity’s existential threat from climate change in particular. The authors analyze and discuss the roles and responsibilities of business, citizen-consumers, and government in contributing environmental solutions.