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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Table of contents (12 chapters)
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Front Matter
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Introduction to Green Marketing
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Front Matter
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Strategic Perspectives on Green Marketing
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Front Matter
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Operational Perspectives on Green Marketing
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Front Matter
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Opportunities, Challenges and Implications
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Front Matter
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Back Matter
Keywords
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.
Reviews
Editors and Affiliations
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