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Green Marketing: A Strategic Approach
Abstract
Green marketing is essentially a core strategy that calls for an integrated and proactive approach rather than a fragmented and reactive concern towards sustainability. The ad hoc initiatives adopted by organizations in the wake of emergencies are more often seen as efforts to gain “green credentials” rather than treating sustainability as an issue with a direct impact on business results. More often, the environmental, social and governance activities are disconnected from the core strategy. The purpose of this chapter is to facilitate a holistic learning of green marketing that aids decisions in making environmentally responsible choices. A well-crafted green marketing mix strategy that is a combination of green product with a green price and green promotional efforts promotes green consumer behavior. Managing green supply chains and understanding the behavior of green consumers are core areas of green marketing that are attracting stakeholder attention. Organizations that follow an inclusive approach towards the environment will be the most successful in all terms.
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