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Green Marketing and Branding
Abstract
In the contemporary business world, environmental awareness and growing concern over sustainability have intensified. The concept of green marketing and branding has come to the rescue as the essential facets that is emerging as a strong force in aiming to shape consumer preferences and values as well as corporate strategies. The chapter explores the intricate in-depth principles, sustainable practices, strategies, and identifying how business can leverage environmental conservation in order to improve brand value and create environmentally responsible brand management and attain competitive advantage. The chapter commences with the introduction of green marketing and branding, tracing its roots from early stage of environmental activism to its present status as a dominant marketing strategy detailing the significant benefits of embracing such strategies.
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