Green Marketing in Emerging Economies Communications Perspective 1st Edition by Emmanuel Mogaji 3030825728 9783030825720

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ISBN-10 :  3030825728 

ISBN-13 : 9783030825720

Author : Emmanuel Mogaji 

Literature on green marketing continues to gain traction in the sustainability discourse, focusing on core subject areas such as green product development, green marketing strategy and green advertising. Achieving green marketing success encompasses influencing, orientating, and communicating green offerings of an organisation to the consumers. Emerging markets particularly provide unique opportunities for green product innovations to thrive due to their rapid industrialisation and economic growth; hence the value proposition of organisations must be rightly communicated to the consumers.  The book is part of a multi-volume work that highlights the goals of green marketing, such as influencing consumers’ green adoption, behaviour, and attitude towards sustainability practices.  This book provides insights to researchers, students and practitioners interested in marketing and sustainability initiatives in the context of emerging markets. It is also recommended for marketing managers and brand consultants who desire an in-depth understanding of how to communicate their organisation’s green offerings while positioning the organisation as a green brand to influence consumers’ green purchasing behaviours.

Green Marketing in Emerging Economies: A Communications Perspective 1st Table of contents:

1. Green Marketing in Emerging Economies: Communication and Brand Perspective: An Introduction
Part I. Communications
2. Green Integrated Marketing Communications
3. Green Marketing Communication and Consumer Response in Emerging Markets
4. Green Marketing and Consumer Scepticism in Emerging Economies
5. A Conceptual Framework: Creating Competitive Advantage Through Green Communication in Tourism and Hospitality Industry
6. A Critical Perspective on Greenwashing Under the Roof of Corporate Environmentalism
Part II. Branding
7. Drivers of Green Brand Equity and Green Purchase Intention in Emerging Markets
8. Green Branding Implementations in Hard-Discount, Low-Cost Turkish Textile Brands
9. Green Brand Equity in an Emerging Economy: Ghana in Perspective
10. Environmentalist Political Communication: Nation-Branding and Political Socialization Through Environmentalism
Part III. Conclusion
11. A Theoretical Framework for the Influence of Green Marketing Communication on Consumer Be

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Tags: Green Marketing, Emerging Economies, Communications Perspective, Emmanuel Mogaji