Abstract
In recent years, the concept of green marketing has gained prominence due to the increasing need for environmentally conscious practices in organisations. In emerging markets, the increase in industrial activities puts countries in unsustainable conditions, necessitating organisations and other stakeholders to put in place measures to address environmental concerns. However, adopting green practices to promote social and economic sustainability requires an understanding of the concept of green marketing, the benefits and importance of going green, the critical components of green marketing, and how the practice can be conceived and effectively implemented in emerging economies. This chapter introduces green marketing and emphasises its strategic and operational imperatives to organisations in emerging economies. Organisations must go beyond adopting green marketing practices to become advocates of green practices in emerging markets.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Agustini, D. H., Athanasius, S. S., & Retnawati, B. B. (2019). Identification of green marketing strategies: perspective of a developing country. Innovative Marketing, 15(4), 42–56.
Ambec, S., & Lanoie, P. (2008). Does it pay to be green? A systematic overview. The Academy of Management Perspectives, 45–62.
Banerjee, S. B. (2002). Corporate environmentalism: The construct and its measurement. Journal of business research, 55(3), 177–191.
Bhalerao, S. (2014). Green marketing: a new marketing strategy for environmentally compatible products. International Journal of Development Research, 4(8), 1531–1538.
Camilleri, M. A. (2018). Closing the loop for resource efficiency, sustainable consumption and production: A critical review of the circular economy. International Journal of Sustainable Development, 21(1–4), 1–17.
Chahal, H., Dangwal, R., & Raina, S. (2014). Conceptualisation, Development and Validation of Green Marketing Orientation (GMO) of SMEs in India: A Case of Electric Sector. Journal of Global Responsibility, 5(2), 312–337.
Chamorro, A., & Bañegil, T. M. (2006). Green Marketing Philosophy: A Study of Spanish Firms with Ecolabels. Corporate Social Responsibility and Environmental Management, 13(1), 11–24.
Chen, Y. S., Lin, C. Y., & Weng, C. S. (2015). The influence of environmental friendliness on green trust: The mediation effects of green satisfaction and green perceived quality. Sustainability, 7(8), 10135–10152.
Donald, S. S. (2009). Green Management Matters Only if it Yieds More Green: An Economic/Strategic Perspective. Academy of management perspectives, 23(3), 5–16.
Epstein, M. J. (2008). Making Sustainability Work: Best Practices in Managing and Measuring Corporate Social, Environmental and Economic Impacts. Greenleaf.
Fraj, E., Martínez, E., & Matute, J. (2013). Green marketing in B2B organisations: an empirical analysis from the natural‐resource‐based view of the firm, Journal of Business & Industrial Marketing, 28(5), 396–410.
Kardos, M., Gabor, M. R., & Cristache, N. (2019). Green marketing’s roles in sustainability and ecopreneurship. Case study: Green packaging’s impact on Romanian young consumers’ environmental responsibility. Sustainability, 11(3), 873.
Katrandjiev, H. (2016). Ecological Marketing, Green Marketing, Sustainable Marketing: Synonyms оr аn Evolution оf Ideas. Economic Alternatives, 1(7), 71–82.
Konar, S., & Cohen, M. A. (2001). Does the Market Value Environmental Performance? Review of Economics and Statistics, 83(2), 281–289.
Leonidou, C. N., & Leonidou, L. C. (2011). Research into environmental marketing/management: a bibliographic analysis. European Journal of Marketing.
Li, Y., Ye, F., Sheu, C., & Yang, Q. (2018). Linking green market orientation and performance: Antecedents and processes. Journal of Cleaner Production, 192, 924–931.
Liu, S., Kasturiratne, D., & Moizer, J. (2012). A Hub-and-Spoke Model for Multi-Dimensional Integration of Green Marketing and Sustainable Supply Chain Management. Industrial Marketing Management, 41(4), 581–588.
Martínez, P. (2015). Customer Loyalty: Exploring its Antecedents from a Green Marketing Perspective. International Journal of Contemporary Hospitality Management, 27(5), 896–917.
Mishra, P., & Sharma, P. (2010). Green marketing in India: Emerging opportunities and challenges. Journal of Engineering, Science and Management Education, 3(1), 9–14.
Moravcikova, D., Krizanova, A., Kliestikova, J., & Rypakova, M. (2017). Green Marketing as the Source of the Competitive Advantage of the Business. Sustainability, 9(12), 2218.
Mukonza, C., & Swarts, I. (2019). Examining the Role of Green Transformational Leadership on Promoting Green Organizational Behavior. In Contemporary Multicultural Orientations and Practices for Global Leadership (pp. 200–224). IGI Global.
Naffziger, D. W., Ahmed, N. U., & Montagno, R. V. (2003). Perceptions of environmental consciousness in US small businesses: An empirical study. SAM Advanced Management Journal, 68(2), 23.
Ottman, J. A., & Humphrey, H. H. (1993). Green marketing (Vol. 2). Illinois–USA: NTC Business Books.
Papadas, K. K., & Avlonitis, G. J. (2014). The 4 Cs of environmental business: Introducing a new conceptual framework. Social Business, 4(4), 345–360.
Papadas, K. K., Avlonitis, G. J., & Carrigan, M. (2017). Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research, 80, 236–246.
Pérez, R. C. (2009). Effects of Perceived Identity Based on Corporate Social Responsibility: The Role of Consumer Identification with the Company. Corporate Reputation Review, 12(2), 177–191.
Polonsky, M. J., & Rosenberger III, P. J. (2001). Reevaluating green marketing: a strategic approach. Business horizons, 44(5), 21–30.
Pujari, D., Wright, G., & Peattie, K. (2003). Green and competitive: Influences on environmental new product development performance. Journal of business Research, 56(8), 657–671.
Punitha, S., & Rasdi, R. M. (2013). Corporate social responsibility: Adoption of green marketing by hotel industry. Asian Social Science, 9(17), 79.
Rahman, I., Reynolds, D., & Svaren, S. (2012). How “Green” Are North American Hotels? An Exploration of Low-Cost Adoption Practices. International Journal of Hospitality Management, 31(3), 720–727.
Singh, P. B., & Pandey, K. K. (2012). Green marketing: policies and practices for sustainable development. Integral Review, 5(1), 22–30.
Soonthonsmai, V. (2007). Environmental Or Green Marketing As Global Global Competitive Edge: Concept. Synthesis, And Implication, EABR (Business) & ETLC (Teaching) Conference Proceedings, Venice, Italy.
Stevels, A. (2001). Five ways to Be Green and Profitable. The Journal of Sustainable Product Design, 1(2), 143–144.
Sukhu, A., & Scharff, R. (2018). Will ‘Doing Right’ Lead to ‘Doing Well’? An Examination of Green Behavior. Journal of Consumer Marketing, 35(2), 169–182. https://doi.org/10.1108/JCM-04-2016-1778
Syaekhoni, M. A., Alfian, G., & Kwon, Y. S. (2017). Customer Purchasing Behavior Analysis as Alternatives for Supporting in-Store Green Marketing Decision-Making. Sustainability, 9(11), 2008.
Vural, C. A. (2015). Green marketing: A conceptual framework and suggestions for industrial services marketing. In Handbook of Research on Developing Sustainable Value in Economics, Finance, and Marketing (pp. 63–85). IGI Global.
Yadav, R., Kumar, D. A., & Swaroop, P. G. (2016). The Influence of Green Marketing Functions in Building Corporate Image: Evidences from Hospitality Industry in a Developing Nation. International Journal of Contemporary Hospitality Management, 28(10), 2178–2196.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Mukonza, C., Hinson, R.E., Adeola, O., Adisa, I., Mogaji, E., Kirgiz, A.C. (2021). Green Marketing: An Introduction. In: Mukonza, C., Hinson, R.E., Adeola, O., Adisa, I., Mogaji, E., Kirgiz, A.C. (eds) Green Marketing in Emerging Markets. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-74065-8_1
Download citation
DOI: https://doi.org/10.1007/978-3-030-74065-8_1
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-030-74064-1
Online ISBN: 978-3-030-74065-8
eBook Packages: Business and ManagementBusiness and Management (R0)