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Palgrave Macmillan

Green Marketing in Emerging Markets

Strategic and Operational Perspectives

  • Book
  • © 2021

Overview

  • Reveals what the developments in green marketing mean for businesses operating in emerging economies
  • Sheds light on green marketing as an integrated and strategic process
  • Provides a conceptual and empirical overview of the topic of Green Marketing

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

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About this book

Green marketing has risen in prominence over recent years as corporations face calls to lower their carbon footprint, engage in socially responsible practices, and promote sustainable ways of conducting business. In emerging economies, social, economic, and environmental problems resulting from rapid industrialisation requires urgent attention. Promoting environmentally responsible practices through green marketing has been identified as a key solution.

This book provides theoretical and practical insights into how businesses in emerging economies can integrate green objectives into their marketing activities to achieve sustainable outcomes and attain green-focused goals. It discusses green marketing from strategic and operational perspectives, which considers target consumers, products, processes, promotion and sustainability of resources and presents the institutional logic of embedding greenness across organisational marketing activities. Issues concomitant to green marketing such as consumer buying behaviour of green products, green integrated marketing communication, green product management, green initiatives in logistics social responsibility, greenwashing and the need for transparency, and green marketing orientations and firm performance, are covered in the book. Ultimately, this collection contributes to and extends theoretical conversations on green marketing while also providing actionable recommendations for organisations and the larger society in emerging economies.

Chipo Mukonza is a  Lecturer at the Tshwane University of Technology in Polokwane, South Africa.  

Ogechi Adeola is an Associate Professor of Marketing at the Lagos Business School, Pan-Atlantic University, Nigeria. 

Isaiah Adisa is a management researcher and consultant based in Nigeria.

Robert E. Hinson is a Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana Business School.

Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, United Kingdom.

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Table of contents (12 chapters)

  1. Introduction to Green Marketing

  2. Strategic Perspectives on Green Marketing

  3. Opportunities, Challenges and Implications

Reviews

   

Editors and Affiliations

  • Tshwane University of Technology, Polokwane, South Africa

    Chipo Mukonza

  • University of Ghana Business School, Accra, Ghana

    Robert E. Hinson

  • Lagos Business School, Pan-Atlantic University, Lagos, Nigeria

    Ogechi Adeola

  • Olabisi Onabanjo University, Ago-Iwoye, Nigeria

    Isaiah Adisa

  • University of Greenwich, London, UK

    Emmanuel Mogaji

  • Istanbul Kent University, Istanbul, Turkey

    Ayça Can Kirgiz

About the editors

Chipo Mukonza is a  Lecturer at the Tshwane University of Technology in Polokwane, South Africa.  

Ogechi Adeola is an Associate Professor of Marketing at the Lagos Business School, Pan-Atlantic University, Nigeria. 

Isaiah Adisa is a management researcher and consultant based in Nigeria.

Robert E. Hinson is a Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana Business School.

Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, United Kingdom.

Ayça Can Kırgız is an Associate Professor at the Istanbul Kent University, Turkey. 



Bibliographic Information

  • Book Title: Green Marketing in Emerging Markets

  • Book Subtitle: Strategic and Operational Perspectives

  • Editors: Chipo Mukonza, Robert E. Hinson, Ogechi Adeola, Isaiah Adisa, Emmanuel Mogaji, Ayça Can Kirgiz

  • Series Title: Palgrave Studies of Marketing in Emerging Economies

  • DOI: https://doi.org/10.1007/978-3-030-74065-8

  • Publisher: Palgrave Macmillan Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021

  • Hardcover ISBN: 978-3-030-74064-1Published: 18 August 2021

  • Softcover ISBN: 978-3-030-74067-2Published: 19 August 2022

  • eBook ISBN: 978-3-030-74065-8Published: 17 August 2021

  • Series ISSN: 2730-5554

  • Series E-ISSN: 2730-5562

  • Edition Number: 1

  • Number of Pages: XIX, 290

  • Number of Illustrations: 4 b/w illustrations, 10 illustrations in colour

  • Topics: Marketing, International Business

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