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What is Green Marketing

Chapter 21
Handbook of Research on Consumption, Media, and Popular Culture in the Global Age
Marketing the products which are assumed to be environmentally safe.
Published in Chapter:
Self-Laundering for Marketing: Maintaining Sustainability
Pelin Ozgen (Atilim University, Turkey)
Copyright: © 2019 |Pages: 16
DOI: 10.4018/978-1-5225-8491-9.ch021
Abstract
In today's world, consumption brings contentment. Consumers are glad, thinking themselves as being wealthier and more prominent by buying and consuming more, whereas companies are delighted with the increased profitability resulted by higher production levels. However, given the data on economic and social inequalities in addition to environmental resources which are coming to an end, the happiness cannot continue forever. Therefore, in this chapter, the role of marketing in the formation of consumption culture and the concept of sustainability are reviewed. Moreover, the interaction between marketing and sustainability and what these two concepts can offer for each other is discussed. To guide the companies in forming sustainability strategies, practices of respectable and pioneer companies that are included in the Guardian's “Best Sustainability Practices in Business List” are presented.
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Chapter 8
Analyzing the Impact of Green Marketing Strategies on the Financial and Non-Financial Performance of Organizations: The Intellectual Capital Factor
It is presumably one of the newest, most challenging and highly spoken off forms of marketing these days, which mainly refers to the activity in which the production, promotion, advertisement and recycle of environmentally - friendly products takes place, having however a much larger acceptance among specialists according to the American Marketing Association due to three possible ways to be defined, respectively: in terms of sales, social marketing implications and the environment.
Published in Chapter: Analyzing the Impact of Green Marketing Strategies on the Financial and Non-Financial Performance of Organizations: The Intellectual Capital Factor; From: Green Marketing as a Positive Driver Toward Business Sustainability
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Chapter 5
Strategic Business Trends in the Context of Green ICT
Using green and environmental credentials as a marketing tool to attract customers and gain market share.
Published in Chapter: Strategic Business Trends in the Context of Green ICT; From: Handbook of Research on Green ICT: Technology, Business and Social Perspectives
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Chapter 3
Green but How Green?: Green Product Evaluation Programs in Terms of Marketing
The whole of the marketing activities of green products, in order to meet the demands and needs of consumers.
Published in Chapter: Green but How Green?: Green Product Evaluation Programs in Terms of Marketing; From: Green Marketing as a Positive Driver Toward Business Sustainability
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Chapter 5
Green Marketing Strategy: A Pedagogical View
Green marketing is the marketing of environmentally safe products and services. It incorporates product modification, changes to the production process, packaging, and advertising. In describing the same concept environmental marketing or ecological marketing are frequently used.
Published in Chapter: Green Marketing Strategy: A Pedagogical View; From: Handbook of Research on Consumerism in Business and Marketing: Concepts and Practices
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Chapter 9
Greenwashing as Influencing Factor to Brand Switching Behavior Among Generation Y in the Social Media Age
It can be viewed as an attitude that communicates effective promotion of quality and social activities by going beyond meeting consumer satisfaction, but also stresses favorable promotion of the environment and society at large.
Published in Chapter: Greenwashing as Influencing Factor to Brand Switching Behavior Among Generation Y in the Social Media Age; From: Green Marketing as a Positive Driver Toward Business Sustainability
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Chapter 17
Marketing of Greener Products: Trends and Practices
It is related to buying and selling of environment friendly products.
Published in Chapter: Marketing of Greener Products: Trends and Practices; From: Handbook of Research on Economic and Political Implications of Green Trading and Energy Use
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Chapter 5
Sustainability Marketing: The Intersection of Sustainability and Marketing for a Better World
The scope of ecological marketing is defined as marketing activities that promote products and services that do not harm the environment (green) by expanding the scope of social and environmental aspects and is considered the second age in the sustainability focus of marketing.
Published in Chapter: Sustainability Marketing: The Intersection of Sustainability and Marketing for a Better World; From: Marketing Innovation Strategies and Consumer Behavior
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Chapter 4
Green Consumer Behavior and Its Implications on Brand Marketing Strategy
It is the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced in an environmentally.
Published in Chapter: Green Consumer Behavior and Its Implications on Brand Marketing Strategy; From: Green Marketing as a Positive Driver Toward Business Sustainability
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Chapter 24
Digital Transformation and Environmental Management Applications: Approaches Used for Value Creation in the White Goods Industry
It is all kinds of marketing activity that aims to meet the consumer demands and requirements and pay attention to the minimum damage to the environment.
Published in Chapter: Digital Transformation and Environmental Management Applications: Approaches Used for Value Creation in the White Goods Industry; From: Handbook of Research on Strategic Fit and Design in Business Ecosystems
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Chapter 6
The Concept of Sustainability Supported by Green Marketing in Digital Communication Applied to Textile Fashion
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Chapter 4
Green Sales
Yesil marketing, development of products based on real or perceived environmental sustainability, the least detrimental way of marketing activities on the environment in the planning, implementation, and donate to the organization. Examples of green marketing include advertising dec yesilated emissions associated with the production process of a product, or using post-consumer recycled materials for packaging a product. Some companies may market themselves as environmentally conscious companies by donating a portion of their sales proceeds to environmental initiatives such as tree planting.
Published in Chapter: Green Sales; From: Sales Management for Improved Organizational Competitiveness and Performance
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Chapter 140
Green Marketing
Consists of all activities designed to generate and facilitate any exchanges designed to meet human needs and desires, such that satisfaction of needs and desires occur with the least detriment of the impact of Natural environment.
Published in Chapter: Green Marketing; From: Encyclopedia of Organizational Knowledge, Administration, and Technology
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Chapter 19
Rural Tourism and Wine Experience: Preliminary Insights on a Niche Marketing Approach
It is the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced in an environmentally
Published in Chapter: Rural Tourism and Wine Experience: Preliminary Insights on a Niche Marketing Approach; From: New Trends in Marketing and Consumer Science
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Chapter 19
Green Marketing, Green Management, and Sustainability
Contributes to fulfilling customers' wants and preferences while ensuring the least possible effect on the climate.
Published in Chapter: Green Marketing, Green Management, and Sustainability; From: Handbook of Research on Climate Change and the Sustainable Financial Sector
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Chapter 12
The Impact of Social Marketing and Corporate Social Responsibility on Energy Savings as a Competitive Strategy
It refers to the practice of developing and advertising products based on their real or perceived environmental sustainability.
Published in Chapter: The Impact of Social Marketing and Corporate Social Responsibility on Energy Savings as a Competitive Strategy; From: Handbook of Research on Achieving Sustainable Development Goals With Sustainable Marketing
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Chapter 6
Anatomy of Green Marketing
Is the marketing of products that are presumed to be environmentally safe.
Published in Chapter: Anatomy of Green Marketing; From: Handbook of Research on Consumerism in Business and Marketing: Concepts and Practices
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Chapter 3
Analyzing Research Trends in Green Consumerism: A Bibliometric Study Using RStudio
With the awareness of social responsibility, it is the creation of marketing activities covering the processes from the production of environmentally friendly products to the after-use of the products without harming the environment and the living things in the environment or with minimal damage to satisfy the needs of the society and consumers and to achieve the goals of the enterprise.
Published in Chapter: Analyzing Research Trends in Green Consumerism: A Bibliometric Study Using RStudio; From: Achieving Economic Growth and Welfare Through Green Consumerism
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Chapter 4
Green Marketing and Stakeholder Perceptions
A marketing process of a company’s product and services which is based on environmental awareness and sustainability.
Published in Chapter: Green Marketing and Stakeholder Perceptions; From: Handbook of Research on Waste Management Techniques for Sustainability
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Chapter 2
The Green Consumer Behavior
It refers to marketing activity that is eco-friendly and does not harm the environment or planet.
Published in Chapter: The Green Consumer Behavior; From: Green Marketing as a Positive Driver Toward Business Sustainability
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Chapter 3
Green Marketing Applications in Hospitality Businesses
Environmentally sensitive marketing activities, policies, and procedures in generating profits and achieving objectives.
Published in Chapter: Green Marketing Applications in Hospitality Businesses; From: Inclusive Community Development Through Tourism and Hospitality Practices
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Chapter 22
The Relationship Between Customer Perceptions of Green Marketing Influence on Buying Behavior
Refers to how marketing strategies and concepts can be used to promote issues that minimize the damage to the natural environment. Environmental advertising, eco-labeling, and eco-branding are mainly used by organizations to show their nature-friendly efforts.
Published in Chapter: The Relationship Between Customer Perceptions of Green Marketing Influence on Buying Behavior; From: Handbook of Research on Artificial Intelligence and Knowledge Management in Asia’s Digital Economy
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Chapter 12
Green Marketing and Branding: Combining Micro and Macro Perspectives to Achieve a Circular Economy
Green marketing refers to the marketing strategy and activities that are designed to promote and sell green, thus environmentally conscious products and services.
Published in Chapter: Green Marketing and Branding: Combining Micro and Macro Perspectives to Achieve a Circular Economy; From: The Circular Economy and Its Implications on Sustainability and the Green Supply Chain
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Chapter 5
Green Consumption Values and Consumer Behavior: Evidence From Singapore
Green marketing refers to marketing of green products to encourage green consumer behavior.
Published in Chapter: Green Consumption Values and Consumer Behavior: Evidence From Singapore; From: Innovative Economic, Social, and Environmental Practices for Progressing Future Sustainability
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Chapter 3
The Sensory Dimension of Sustainable Retailing: Analysing In-Store Green Atmospherics
Strategies designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment.
Published in Chapter: The Sensory Dimension of Sustainable Retailing: Analysing In-Store Green Atmospherics; From: Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior
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Chapter 14
Evaluation of Young Consumers' Remanufactured Products Purchase Intention Within Context of Extended Planned Behavior Theory
As defined by the American Marketing Associations (AMA): “(environments definition) The efforts by organizations to produce, promote, package, and reclaim products in a manner that is sensitive or responsive to ecological concerns.”
Published in Chapter: Evaluation of Young Consumers' Remanufactured Products Purchase Intention Within Context of Extended Planned Behavior Theory; From: The Circular Economy and Its Implications on Sustainability and the Green Supply Chain
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Chapter 11
Green Marketing Initiatives and Sustainable Issues in Hotel Industry
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