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Green Marketing in Healthcare Advertising: A Global Perspective
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Author(s): R. Delecta Jenifer (Department of Management Studies, Saveetha Engineering College, Chennai, India), R. Vettriselvan (Academy of Maritime Education and Training, India), Deepti Saxena (Saraswathi Institute of Medical Sciences, Hapur, India), Palanivel Rathinasabapathi Velmurugan (Berlin School of Business and Innovation, Germany)and A. Balakrishnan (Department of Applied Research, Gandhigram Rural Institute, India)
Copyright: 2025
Pages: 24
Source title:
AI Impacts on Branded Entertainment and Advertising
Source Author(s)/Editor(s): Blanca Miguélez-Juan (University of the Basque Country, Spain)and Sara Rebollo-Bueno (Universidad Loyola Andalucía, Spain)
DOI: 10.4018/979-8-3693-3799-8.ch015
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Abstract
The evolving landscape of healthcare marketing, integrating green marketing principles has become crucial for advancing sustainability and ethical practices. The chapter explores the intersection of green marketing and the healthcare sector, emphasizing how sustainable marketing strategies can enhance environmental responsibility and improve organizational outcomes. By examining innovative approaches and case studies, the chapter highlights how healthcare organizations can adopt eco-friendly practices to promote their services while reducing their environmental footprint. Key topics include the adoption of sustainable innovations, the role of ethical marketing in fostering trust, and strategies for implementing green practices effectively. Through this analysis, the chapter aims to provide actionable insights for healthcare professionals and marketers seeking to align their promotional efforts with environmental and ethical standards. The focus is on demonstrating how green marketing can drive positive change and contribute to the broader goal of sustainable development in healthcare
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