Green Marketing in Emerging Markets

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.

Ogechi Adeola is an Associate Professor of Marketing at the Lagos Business School, Pan-Atlantic University, Nigeria.

Isaiah Adisa is a management researcher and consultant based in Nigeria.

Robert E. Hinson is a Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana Business School.

Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, United Kingdom.

Auteur

Chipo Mukonza is a Lecturer at the Tshwane University of Technology in Polokwane, South Africa.

Ogechi Adeola is an Associate Professor of Marketing at the Lagos Business School, Pan-Atlantic University, Nigeria.

Isaiah Adisa is a management researcher and consultant based in Nigeria.

Robert E. Hinson is a Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana Business School.

Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, United Kingdom.

Ayça Can Krgz is an Associate Professor at the Istanbul Kent University, Turkey.

Contenu

Chapter 1: Green Business Practices in Emerging Economies

Chapter 2: Green Marketing: A Conceptual Overview

Chapter 3: Green Product Management

Chapter 4: Green Integrated Marketing Communications

Chapter 5: Green Branding

Chapter 6: Greenwashing

Chapter 7: Planning in Green Marketing

Chapter 8: Green Human Resources Management

Chapter 9: Green Distribution Management

Chapter 10: Green Positioning

Chapter 11: Project Management in Green Marketing

Chapter 12: Opportunities and Challenges for Green Marketing

Chapter 13: Green Marketing Practices in Emerging Economies: Key Insights and Recommendations for Future Research