Skip to main content
SpringerLink
Log in

Green Marketing: A Conceptual Overview

  • Chapter
  • First Online:
Green Marketing in Emerging Markets

Part of the book series: Palgrave Studies of Marketing in Emerging Economies ((PSMEE))

Abstract

This chapter provides an overview of the conceptualisation of green marketing. Some introductory remarks on the evolution of marketing over the years are provided from the production concept to the green marketing concept. Green marketing, as a concept, has been around for some decades and continues to generate interest in literature and practice. In its formative years, there were a number of failed attempts at green marketing. The chapter also discusses green marketing mix and the external Ps as well as the internal Ps. The green success elements were also discussed. Discussions are also advanced on green tactics and strategies looking at the green marketing activities at the three different levels. The environmental label was also discussed as well as the green product life cycle. The chapter discusses salient points in the conceptualisation of green marketing through time and provides some established tactics and strategies that can be employed to attain green marketing in a real-life situation. Scholars have advanced arguments in line with the concept of green marketing and have provided some sort of blueprint as a conceptualisation of the green marketing concept to serve as a guide. The chapter is an encapsulation of scholarly discussions on the conceptual overview of green marketing.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 149.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 199.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 199.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Andersen, M. S., & Liefferink, D. (1997). European Environmental Policy: The Pioneers. Manchester and New York.

    Google Scholar 

  • Charter, M., & Polonsky, M. J. (1999). Greener Marketing: A Global Perspective. Greening Marketing Practice (2nd ed.). Sheffield.

    Google Scholar 

  • Coddington, W. (1993). Environmental Marketing: Positive Strategies for Reaching the Green Consumer. McGraw-Hill Companies.

    Google Scholar 

  • Cronin, J. J., Smith, J. S., Gleim, M. R., Ramirez, E., & Martinez, J. D. (2011). Green Marketing Strategies: An Examination of Stakeholders and the Opportunities They Present. Journal of the Academy of Marketing Science, 39(1), 158–174.

    Article  Google Scholar 

  • Do Paco, A. M. F., Raposo, M. L. B., & Leal Filho, W. (2009). Identifying the Green Consumer: A Segmentation Study. Journal of Targeting, Measurement and Analysis for Marketing, 17(1), 17–25.

    Article  Google Scholar 

  • Elkington, J. (1994). Towards the Sustainable Corporation: Win-Win-Win Business Strategies for Sustainable Development. California Management Review, 36(2), 90–100.

    Article  Google Scholar 

  • Fisk, G. (1974). Marketing and the Ecological Crisis. Harper and Row.

    Google Scholar 

  • Fuller, D. A. (1999). Sustainable Marketing: Managerial-Ecological Issues. Sage Publications.

    Book  Google Scholar 

  • Grant, J. (2007). The Green Marketing Manifesto. John Wiley & Sons.

    Google Scholar 

  • Grundey, D., & Zaharia, R. M. (2008). Sustainable Incentives in Marketing and Strategic Greening: The Cases of Lithuania and Romania. Technological and Economic Development of Economy, 14(2), 130–143.

    Article  Google Scholar 

  • Henion, K. E., & Kinnear, T. C. (1976). A Guide to Ecological Marketing. Ecological Marketing. American Marketing Association.

    Google Scholar 

  • Horne, R. E. (2009). Limits to Labels: The Role of Eco-Labels in the Assessment of Product Sustainability and Routes to Sustainable Consumption. International Journal of Consumer Studies, 33(2), 175–182.

    Article  Google Scholar 

  • ISO. (1999). Environmental Labels and Declarations—Self-Declared Environmental Claims (Type II Environmental Labelling) (ISO 14021: 1999). Own Publication.

    Google Scholar 

  • ISO. (2000). Environmental Labels and Declarations—Type I Environmental Labelling—Principles and Procedures (ISO 14024: 1999). Own Publication.

    Google Scholar 

  • ISO. (2007). Environmental Labels and Declarations—Type III Environmental Declarations—Principles and Procedures (ISO 14025: 2007). Own Publication.

    Google Scholar 

  • Jaini, A., & Hussin, N. (2019). Towards Developing a Framework of Enviropreneurial Marketing Strategy for SMEs in Malaysia. International Journal of Academic Research in Business and Social Sciences, 9(9), 348–358.

    Article  Google Scholar 

  • Kilbourne, W. E. (1998). Green Marketing: A Theoretical Perspective. Journal of Marketing Management, 14(6), 641–655.

    Article  Google Scholar 

  • Kotler, P. (2011). Reinventing Marketing to Manage the Environmental Imperative. Journal of Marketing, 75(4), 132–135.

    Article  Google Scholar 

  • Mishra, P., & Sharma, P. (2010). Green Marketing in India: Emerging Opportunities and Challenges. Journal of Engineering, Science and Management Education, 3(1), 9–14.

    Google Scholar 

  • Okan, E. Y., & Yalman, N. (2015). Anatomy of Green Marketing. In Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications (pp. 1033–1051). IGI Global.

    Chapter  Google Scholar 

  • Ottman, J. (2011). The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. Berrett-Koehler Publishers.

    Google Scholar 

  • Ottman, J. A. (1992). Industry’s Response to Green Consumerism. Journal of Business Strategy, 13(4), 3–7.

    Article  Google Scholar 

  • Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding Green Marketing Myopia: Ways to Improve Consumer Appeal for Environmentally Preferable Products. Environment: Science and Policy for Sustainable Development, 48(5), 22–36.

    Google Scholar 

  • Peattie, K. (1992). Green Marketing. Longman.

    Google Scholar 

  • Peattie, K. (2001). Golden Goose or Wild Goose? The Hunt for the Green Consumer. Business Strategy and the Environment, 10(4), 187–199.

    Article  Google Scholar 

  • Prakash, A. (2002). Green Marketing, Public Policy and Managerial Strategies. Business Strategy and the Environment, 11(5), 285–297.

    Article  Google Scholar 

  • Pride, W. M., & Ferrell, O. C. (1993). Marketing: Concepts and Strategies. Houghton Mifflin Company.

    Google Scholar 

  • Rubik, F. (2003a). Integrated Product Policy (IPP) and Innovation: Towards Sustainable Product Design. Stockholm.

    Google Scholar 

  • Rubik, F. (2003b). Integrated Product Policy: Practices in Europe. IOW Summer Academy “From Government to Governance”: The Case of Integrated Product Policy, Wuerzburg.

    Google Scholar 

  • Rubik, F., & Frankl, P. (Eds.). (2005). The Future of Eco-Labelling: Making Environmental Product Information Systems Effective. Greenleaf Publishing.

    Google Scholar 

  • Rubik, F., Scheer, D., & Iraldo, F. (2008). Eco-Labelling and Product Development: Potentials and Experiences. International Journal of Product Development, 6(3–4), 393–419.

    Article  Google Scholar 

  • Senthilnathan, C., Premlatha, S., Venugopalan, M. G., & Monica, M. M. (2015). A Study on Green Marketing Concept-Emergence To Contemporary Transition For Moderating Climate Change and Environmental Pollution. International Journal of Applied Environmental Sciences, 10(2), 559–566.

    Google Scholar 

  • Tiwari, S., Tripathi, D. M., Srivastava, U., & Yadav, P. K. (2011). Green Marketing-Emerging Dimensions. Journal of Business Excellence, 2(1), 18–23.

    Google Scholar 

  • Welling, M. N., & Chavan, A. S. (2010). Analysing the Feasibility of Green Marketing in Small & Medium Scale Manufacturers. Asia Pacific Journal of Research in Business Management, 1(2), 119–133.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Marketing and Entrepreneurship, University of Ghana Business School, Accra, Ghana

    Nathaniel Newman

Authors
  1. Nathaniel Newman
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Tshwane University of Technology, Polokwane, South Africa

    Chipo Mukonza

  2. Lagos Business School, Pan-Atlantic University, Lagos, Nigeria

    Ogechi Adeola

  3. Olabisi Onabanjo University, Ago-Iwoye, Nigeria

    Isaiah Adisa

  4. University of Ghana Business School, Accra, Ghana

    Robert E. Hinson

  5. University of Greenwich, London, UK

    Emmanuel Mogaji

  6. Istanbul Kent University, Istanbul, Turkey

    Ayça Can Kirgiz

Rights and permissions

Reprints and permissions

Copyright information

© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Newman, N. (2021). Green Marketing: A Conceptual Overview. 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_3

Download citation

Publish with us

Policies and ethics

Search

Navigation