This article explores the economic shift in the United States toward sustainability. Also this article explores the concepts of ‘Green Marketing’, specifically within the context of marketing to green communities and identifies the need for marketers to shift strategies as green communities are being built across the United States. Lastly, this article discusses ‘green’ business methods and advertising techniques that have proven to be successful for multiple organizations in the United States.
This is a preview of subscription content, access via your institution.
Buy single article
Instant access to the full article PDF.
Tax calculation will be finalised during checkout.
Subscribe to journal
Immediate online access to all issues from 2019. Subscription will auto renew annually.
Tax calculation will be finalised during checkout.
Ahonen, V., Hanson, E., Juslin, H. and Karna, J. (2001) Green advertising: Greenwash or a true reflection of marketing strategies? Greener Management International 33 (Spring): 59–70.
Albayrak, T., Caber, M., Herstein, R. and Moutinho, L. (2011) The influence of skepticism on green purchasing behavior. International Journal of Business and Social Science 2 (13): 189–197.
Barbier, E.B. (2011) A global green recovery and the lessons of history. The European Financial Review 17 February.
Barrett, P.M. (2011) The price of clean air. Bloomberg Businessweek 6–12 June 10–12.
Business Today (2011) Seize the day. 11 December.
Chang, C. (2011) Feeling ambivalent about going green. Journal of Advertising 40 (4): 19–31.
Choi, S. and Ng, A. (2011) Environmental and economic dimensions of sustainability and price effects on consumer responses. Journal of Business Ethics 104 (2): 269–282.
Esty, D.C. and Charnovitz, S. (2012) Green rules to drive innovation. Harvard Business Review, March.
Eurobarometer (2008) Attitudes of European citizens towards the environment, http://ec.europa.eu/public_opinion/archives/ebs_295_en.pdf, accessed 22 May 2012.
Euromonitor International (2011) In focus: The biggest global trends influencing consumer markets, http://www.portal.euromonitor.com, accessed 20 June 2011.
Harding, J.T. (2011) The greening of business. Phi Kappa Phi Forum 91 (2): 26.
Hemmelman, C. (2011) It isn’t easy being green: Overcoming the challenges of building a green workforce. Techniques: Connecting Education & Careers 86 (1): 26–29.
Jansson, J., Marell, A. and Nordlund, A. (2010) Green consumer behavior: Determinants of curtailment and eco-innovation adoption. The Journal of Consumer Marketing 27 (4): 358–370.
Kim, Y. (2011) Understanding green purchase: The influence of collectivism, personal values and environmental attitudes, and the moderating effect of perceived consumer effectiveness. Seoul Journal of Business 17 (1): 65–92.
Kinoti, M.W. (2011) Green marketing intervention strategies and sustainable development: A conceptual paper. International Journal of Business and Social Science 2 (23): 263–273.
Laszlo, C. and Zhexembayeva, N. (2011) Embedded sustainability: A strategy for market leaders. The European Financial Review 15 April.
Liu, G. and Ko, W. (2011) An analysis of cause-related marketing implementation strategies through social alliance: Partnership conditions and strategic objectives. Journal of Business Ethics 100 (2): 253–282.
Mass.gov (2011) Energy and environmental affairs: Green communities, http://www.mass.gov, accessed 20 June 2011.
Moisander, J. and Pesonen, S. (2002) Narratives of sustainable ways of living: Constructing the self and the other as a green consumer. Management Decision 40 (4): 329–342.
O’Brien, J. (2011) Clean technology investments: Short and long term trends. The European Financial Review, 17 Febrary.
Preus, L. and Dawson, D. (2009) On the quality and legitimacy of green narratives in business: A framework of evaluation. Journal of Business Ethics 84 (1): 135–149.
Regine, K.M. (2011) Generation Y consumer choice for organic foods. Journal of Global Business Management 7 (1): 1–13.
Ristovska, M. (2010) The role of the business sector in promoting a ‘greener’ future. The International Business & Economics Research Journal 9 (4): 21–27.
Saad, L. (2007) Environmental concerns holds firm during past year, http://www.gallup.com/poll/26971/Environmental-Concerns-Holds-Firm-During-Past-Year.aspx, accessed 22 May 2012.
Sanglap, R. (2011) Telephone Interview. 19 June 2011.
Schweickart, D. (2009) Is sustainable capitalism an oxymoron. Perspectives on Global Development and Technology 8 (2/3): 559–580.
Thompson Reuters-National Public Radio (NPR) (2011) Organic food. Thompson Reuters-NPR Health Poll, June.
Unruh, G. and Ettenson, R. (2010) Winning in the green frenzy. Harvard Business Review, November.
Walker, B. (2008) Don’t bother with the ‘green’ consumer. Harvard Business Review, http://www.hbr.org, accessed 21 June 2011.
Woolverton, A. and Demitri, C. (2010) Green marketing: Are environmental and social objectives compatible with profit maximization? Renewable Agriculture and Food Systems 25 (2): 90–98.
Xinhua News Agency (2008) Environment fourth among Chinese top concerns: Survey. 8 April, http://www.china.org.cn/china/national/2008-04/08/content_14507462.htm, accessed 22 May 2012.
About this article
Cite this article
Noonan, K., Jane Coleman, L. Marketing to green communities: How to successfully reach the green consumer. J Market Anal 1, 18–31 (2013). https://doi.org/10.1057/jma.2012.2
- green marketing
- green economics
- global economy
- sustainable business methods
- green advertising.