The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Green Marketing Strategies and Consumer Behavior: Insights for Achieving Sustainable Marketing Success
|
|
Author(s): Chenjerai Muchenje (South East Technological University, Carlow, Ireland), Musekiwa Cliton Tapera (Chinhoyi University of Technology, Zimbabwe), Hamilton Tamburayi Katsvairo (Marondera University of Agricultural Siences and Technology, Zimbabwe)and Ernest Mugoni (Marondera University of Agricultural Siences and Technology, Zimbabwe)
Copyright: 2023
Pages: 20
Source title:
Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future
Source Author(s)/Editor(s): Reason Masengu (Middle East College, Muscat, Oman), Stanilas Bigirimana (Africa University, Zimbabwe), Option Takunda Chiwaridzo (University of Science and Technology Beijing, Beijing, China), Ruzive Bensson (Modern College of Business and Science, Oman)and Christina Blossom (Middle East College, Oman)
DOI: 10.4018/979-8-3693-0019-0.ch024
Purchase
|
Abstract
Marketing has evolved over the years towards sustainability demanding a paradigm shift towards environmentally friendly marketing methods. The paradigm shifted in three phases from ecological, to environmental, and finally sustainable marketing. While green marketing is a component of the environmental phase, the literature study revealed that it is important for driving sustainable marketing. This study incorporates literature discussion methodology to unpack the two interlinking concepts. This book chapter aims to provide readers with a comprehensive overview of the key principles, best practices, challenges, and opportunities associated with green marketing, and to inspire them to think creatively about how they can use these strategies to promote sustainability in their own businesses and communities. The study concludes that for businesses to remain profitable they need to embrace sustainable marketing that should be supported by green marketing. The relationship is illustrated by the green–sustainable framework that emanated from the literature study.
Related Content
|
Aditi Nag.
© 2026.
48 pages.
|
|
Mayur Thakur, Shikha Sharma, Trilochan Kumar.
© 2026.
44 pages.
|
|
Partha Mukhopadhyay, Prachee Parwanee.
© 2026.
36 pages.
|
|
Kamaraj Kalaimathy, Chathana Thagavel, Sofiya M. Karunanithi.
© 2026.
30 pages.
|
|
İlhami Ay, Murat Dal.
© 2026.
34 pages.
|
|
Vinupandyan Lakshmanan.
© 2026.
32 pages.
|
|
Muhammad Usman Tariq.
© 2026.
28 pages.
|
|
|