Reflecting on the Past Decade of Marketing: Taking Stock of Green Marketing Literature

Abstract

Ever since the thought of manufacturing green products, environmental sustainability and eco-friendly business processes of corporate sector has gained momentum, there has been gradual increase in the awareness levels among consumers and various other stake holders. This momentum from the market has gradually percolated into other areas such as research in marketing and teaching marketing courses at B-schools. However, the extent of research in marketing with focus on Green & Sustainability needs to be examined. The objective of this study is to review the importance given to the growing idea of Green in marketing in academic research. This is captured through taking stock of conceptual, empirical and case based papers focusing on Green and Sustainability in marketing, over the past decade. This paper provides an insight about actual work carried out so far and what is needed in academic research for shaping the future of marketing to embrace the new paradigm of business in the context of environmental sustainability.