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Green Integrated Marketing Communication

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Green Marketing in Emerging Markets

Abstract

Green marketing communication has been acknowledged as influencing consumer behaviour and organisational image and branding. Despite this, green marketing communication in emerging economies has been under-utilised due to the inability of firms to fully integrate their marketing communications towards the green orientation. The chapter, therefore, advocates for the use of effective green integrated marketing communication and to achieve this, a semi-systematic literature review approach was adopted to develop a holistic framework for green integrated marketing communications. The findings suggested the use of a green integrated marketing communications framework that is audience-focused; focused on interactive and creative content; communication channel-focused; and results-driven. The implication for firms in emerging economies is that in adopting a green integrated marketing communication orientation, firms must integrate their different communication channels and design creative messages that focus on their target audience and enhance the attainment of firm objectives. These findings also provide avenues for further scholarly discussions on the implications of the proposed framework on green consumer behaviour and firm image.

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Correspondence to Kojo Kakra Twum .

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Twum, K.K., Yalley, A.A. (2021). Green Integrated Marketing Communication. 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_6

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