Green marketing: Exploring concepts, strategies, and future trends

Title

Green marketing: Exploring concepts, strategies, and future trends

Creator

Ranjith N.; Preethi D.; Prasath S.K.

Description

Green marketing research is becoming more and more well-liked in academia and business. Both companies and customers today recognize the value of eco-friendly products due to increased awareness of how companies respond to various factors contributing to environmental degradation. One should understand the meaning, opportunities, and threats associated with green marketing to harness the benefits of green marketing. This book chapter aims to explore various aspects of green marketing, including its evolution throughout the years, opportunities, threats, the future of green marketing, etc. To sum up, this chapter aims to gain an in-depth understanding of green marketing and how companies could use it to their advantage. Successful implementation will be possible only if associated threats are carefully analyzed and understood. Therefore, a part of this chapter will be dedicated to understanding the threats associated with green marketing strategies. 2023, IGI Global. All rights reserved.

Source

Achieving Economic Growth and Welfare Through Green Consumerism, pp. 1-22.

Date

2023-01-01

Publisher

IGI Global

Coverage

Ranjith N., CHRIST University (Deemed), India; Preethi D., CHRIST University (Deemed), India; Prasath S.K., CHRIST University (Deemed), India

Rights

Restricted Access

Relation

ISBN: 978-166848142-4; 978-166848140-0

Format

Online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/978-1-6684-8140-0.ch001

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85167697916&doi=10.4018%2f978-1-6684-8140-0.ch001&partnerID=40&md5=16d51dea24574d860debed2c9fd1427d