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SME Green Marketing

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Responsible Management in Emerging Markets

Part of the book series: Sustainable Development Goals Series ((SDGS))

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Abstract

Green marketing refers to the holistic management process responsible for identifying, anticipating, and satisfying the needs of customers and society, profitably and sustainably. It involves the marketing strategies used to achieve a firm’s financial as well as strategic goals while reducing its negative impact on the environment. Sustainable management is about meeting the socio-economic needs and interests of society while eliminating or reducing the impacts that harm the environment. Green marketing is perceived as a tool for achieving sustainable management, as it promotes ways to save and rationally utilise limited environmental resources. In emerging economies, where the majority of businesses are small and medium-sized enterprises with resource constraints, implementation of green marketing is daunting. Using the desk research approach, this chapter examines green marketing practices by small and medium-sized enterprises and proposes strategies for improvements. The chapter presents the benefits and challenges of applying green marketing in the small firm context, how the issue of sustainability could be more closely integrated into the marketing strategy, and the impact of small-firm green marketing practices on society and the business sector.

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Author information

Authors and Affiliations

  1. University of Professional Studies, Accra, Accra, Ghana

    Albert Martins

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  1. Albert Martins
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Correspondence to Albert Martins .

Editor information

Editors and Affiliations

  1. Drake University School of Journalism and Mass Communication, Des Moines, IA, USA

    Eric Kwame Adae

  2. University of Professional Studies, Accra, Accra, Ghana

    John Paul Basewe Kosiba

  3. University of Ghana Business School, Accra, Ghana

    Robert Ebo Hinson

  4. Presbyterian University College, Abetifi, Ghana

    Kojo Kakra Twum

  5. University of Ghana Business School, Accra, Ghana

    Nathaniel Newman

  6. Ho Technical University, Ho, Ghana

    Francis Fonyee Nutsugah

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Martins, A. (2021). SME Green Marketing. In: Adae, E.K., Kosiba, J.P.B., Hinson, R.E., Twum, K.K., Newman, N., Nutsugah, F.F. (eds) Responsible Management in Emerging Markets. Sustainable Development Goals Series. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-76563-7_5

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