Green Marketing in Emerging Markets: Strategic and Operational Perspectives 1st Edition – Ebook Instant Download/Delivery ISBN(s): 9783030740641,9783030740658,3030740641,303074065X

Product details:

• ISBN-10: 303074065X
• ISBN-13: 9783030740658
• Author: Chipo Mukonza, Robert E. Hinson, Ogechi Adeola, Isaiah Adisa, Emmanuel Mogaji, Ayça Can Kirgiz

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.

Table contents:

Part I. Introduction to Green Marketing

1. Green Marketing: An Introduction

2. Green Business Practices in Emerging Economies

Part II. Strategic Perspectives on Green Marketing

3. Green Marketing: A Conceptual Overview

4. Green Consumer Behaviour

5. Consumer Buying Behaviour for Green Products in India

6. Green Integrated Marketing Communication

7. Green Product Management: An Emerging Market Perspective in South Africa

Part III. Operational Perspectives on Green Marketing

8. Green Initiatives in Logistics Social Responsibility: A Research on the Turkish Logistics Industry

9. Greenwashing: How Difficult It Is to Be Transparent to the Consumer—H&M Case Study

10. Green Marketing Orientations and Firm Performance in Nigeria: A Literature Review

Part IV. Opportunities, Challenges and Implications

11. Opportunities and Challenges of Green Marketing

12. Emerging Trends in the Green Marketing Space: Implications for Theory, Practice and Policy Formulation

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