literature review on green marketing pdf

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Green Marketing Mix: A Review of Literature and Direction for Future Research

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Sustainability

Rasa Grigolienė

The concept of green marketing is not just a passing trend but a crucial aspect in the development of new products, contributing to the foundation of a sustainable environment. By utilizing green marketing, companies endeavor to protect the environment in the best possible way, to have as few harmful effects as possible, and to promote consumer awareness of the environment, thus contributing to sustainable development goals. For the successful application and utilization of green marketing, companies must excel at recognizing the determining elements and means of green marketing. This article aims to classify and summarize the theoretical insights of researchers in the field of green marketing from the perspective of the elements of the marketing mix. The theoretical framework analysis considers each 4P element of green marketing individually, emphasizing the elements and means of 4P functions and examining the impact these elements and means have on consumer attitudes and behavior....

Environmental and Toxicology Management

PETER OSIAKO

The concept of green marketing mix is as well as the conventional marketing mix refers to the satisfaction of customer needs, wants, and desires related to the maintenance and preservation of the environment. Consumers interest in environmental care creates opportunities for companies to apply green marketing and to increase sales. Green marketing becomes an alternative strategy helps the company's image, adds value to the company's business, even consumers demand green choices and will to pay higher prices. The marketing strategy includes the company's external and internal factors. The marketing mix strategy is the basic idea and generic function of marketing which consists of product, price, place, and promotion elements to shape the occurrence of sales. Developing the concept of green marketing mix (green marketing mix) is inseparable from the traditional 4P concepts (product, price, place, promotion), except a number of additional component are closely related to th...

Independent Journal of Management & Production

Dr. Hemantkumar Bulsara

One business area where environmental issues have received a great deal of discussion in the popular and professional press is marketing. Terms like "Green Marketing" and "Environmental marketing" appear frequently in the popular press. Many governments around the world have also become so concerned about green marketing activities. Attention was drawn to the subject in late1970’s when the American Marketing Association organized a workshop on Ecological Marketing in 1975. Green Marketing has been an important academic research topic since its inception. But at the same time one of the biggest problems with the green marketing area is that there has been little attempt to academically examine environmental or green marketing. Although environmental issues influence all human activities, few academic disciplines have integrated green issues into their literature. The aim of the study was to explore research and real-life examples of green marketing that may help i...

Muhammad Imtiaz Subhani-PhD

No product on this planet has a nix impact on the business and environment one is surrounded by and therefore, ‘green products/brands and environmental-friendly products/brands’ is the word used to express those products/brands that work to shield and care for atmosphere/environment by preserving the free energy and/or resources, in order to effectively manage to reduce the wastes from the environment as much as possible. By the topic, it is apparent that the study is all about green marketing and especially to assess the consumer’s perception about the products and brands, which are environmental-friendly i.e. whether green marketing really impresses an individual to buy the products/brands than a product/brand, which doesn’t promote environmental-friendly positioning. This study focuses the Asian market, which is challenged by economic development and opportunity due to gain in energy prices, terrorism, environmental and climatic changes and consequences. A sufficient sample of 2000 users of green products were selected via judgmental sampling and inquired via online structured questionnaire. It was revealed by Multiple Regression test that the associate variables of Consumer’s Environmental Consciousness, which are Social Influence, Environmental Concern, and Perceived Seriousness of Environmental Problems, indeed affect an individual’s Brand Perception/Preference. While, Environmental Attitude, which is the associate variable of Environmental Attitude and Brand’s Environmental Friendly Perception does not affect Brand Preference. However, when the data was split according to gender, Environmental Concern and Brand’s Environmentally Friendly Perception affect Male, while Social Influence and Environmental Concern affect Female in their choice of green-marketed product/brand.

Ulla Saari , Dr. Morgane M.C. Fritz

Understanding what marketing messages trigger sustainable consumer behavior is one of the key issues for companies to be able to design effective green marketing. The goal of this paper is to present a conceptual framework for a green marketing approach that includes product, industry, production processes, and supply chain specific considerations to be utilized in the design of green product marketing for the mass markets. Based on a literature review, we have created a conceptual framework with industry-specific aspects on the basis of unique features in seven industrial sectors that are of relevance to the personal needs of consumers from an environmental perspective, but are focusing on the product-specific aspects of the marketed products. The originality of this study lies in the proposition that green marketing should use the actual product features as a starting point and not focus only on green consumers. The greenness of a product should be an additional dimension that adds to the competitiveness of the product when compared to conventional products. Theoretically, we propose that a transdisciplinary approach that integrates 581 sustainable supply chain management perspectives to green marketing would benefit companies designing green marketing approaches and consumers making green product choices.

Journal of Sustainable Development Studies

Linus Osuagwu

Green marketing has attracted some attention in recent times. The general interests in green marketing have been as a result of the increased concerns related to the inefficient use of resources, the poor management of wastes, the high use of fossil fuels, the increase in the emission of greenhouse gases, in addition to relevant pressures from consumers, clients, civil society organizations and governments, among others. Green marketing is an important strand of green business, which is concerned with reducing the impact of business practices on elements of the environment. It, specifically, focuses on reducing the adverse impact of marketing practices on the environment via such traditional marketing activities as product designing, producing product, product packaging, product labelling, product promotion, product distribution, and consuming goods and services that are friendly to the environment. It entails certain broad marketing issues such as product planning, processing, production, promotion, distribution, in addition to protective interest in people, society and planet which are designed by an organization to show its objective of reducing the adverse effect on the environment of its marketing activities. This paper conceptualizes the green marketing construct, presents some of its practices and challenges, and suggests research direction (with a research instrument) for investigating the construct in different organizational and environmental settings.

Shivan saleem

BUSINESS HORIZONS- …

michael polonsky

International Research Journal Commerce arts science

In the present day world with alarming levels of environmental deterioration, global warming and pollution, human beings have become one of the most endangered species on this planet! Of late, more and more people are becoming aware of the urgent need for environmental protection and marketers these days are trying to capitalize on the same to ensure sustainable growth by redesigning their strategies. Green marketing is one of such strategies which marketers are using these days as a key strategy for sustainable competitive advantage. A decade back, most of the businesses had the perception that consumers are willing to buy products at best competitive prices and attach no value togreen and eco-friendly products. They felt that the pressure for making business environment green and behaving in a socially responsible manner essentially comesfrom Government and its legislation and consumers have nothing to do with it. But now with a change in consumer perception and their behaviour, the old perception of companies is alsochanging. It is only since 1990s that the researchers have started academically analyzing consumers' and industry attitude towards green marketing. Most of the studies on green marketing have been done in developed countries but such studies remain conspicuously absent in the context of emerging and developing economies like India. This research is a step to fill up this gap. This paper is a conceptual paper to understand the concept and origin of green marketing. An attempt has been made to study the benefits and challenges and make suggestions for using green marketing to gain sustainable competitive edge.

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