Greening the click-environmental initiatives in global e-commerce marketing

Title

Greening the click-environmental initiatives in global e-commerce marketing

Creator

Thomas, K.V.; Rattan, Punam; Nair, Raji Ramakrishnan

Description

Convenience and accessibility are the features that drive today's consumers flocking to the retail market. This has given rise to widespread environmental impacts implying that the green concept includes sustainable strategic protocols committed to ethical consumerism and corporate social responsibility. The key operative word is sustainability in all aspects of business from design to delivery. An effective component of strategy is innovation, coupled with transparency. Education of the customers on environmental issues ensures their loyalty and enhances brand image. A Nielson report testifies that consumers are attracted more to products from companies behaving like good corporate citizens providing them with competitive advantages and leading to cost savings. Moreover, positive engagement in legal requirements keeps it ahead of risks associated with environmental laws. Two considerations on strategies are projected upfront. One is Green Branding, meaning thereby a strong and positive association with environmental responsibility in the minds of the buyers, boosting brand loyalty. The other, being Eco-labeling, is a visible proof of environmental benefits. Eco-labels are certifications awarded from recognized organizations. 2025 Thomas K.V., Punam Rattan and Raji Ramakrishnan Nair. Published under exclusive licence by Emerald Publishing Limited. All rights reserved.

Source

Green Marketing Perspectives: Effective Messaging for Sustainable Practices;pp.261-272

Date

01-01-2025

Publisher

Emerald Publishing

Subject

E-commerce; Eco-labeling; Green branding; Green marketing; Sustainability

Coverage

Thomas K.V., CHRIST (Deemed to be University), India; Rattan P., Lovely Professional University, India; Nair R.R., CHRIST (Deemed to be University), India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 978-183608772-4; 978-183608773-1;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.1108/978-1-83608-772-420251021

https://www.scopus.com/pages/publications/105006501613?origin=resultslist