Anatomy of Green Marketing

Anatomy of Green Marketing

Elif Yolbulan Okan (Yeditepe University, Turkey) and Neva Yalman (Yeditepe University, Turkey)
DOI: 10.4018/978-1-4666-7357-1.ch048
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Abstract

There has been much discussion since the late 1980s concerning “green” issues. Society is becoming increasingly concerned with the rapid depletion of the world's resources and the increasing rate that the environment is being polluted by our activities. Since environmental improvement and competitiveness are defined as the new paradigm for the world economy, green marketing has been one of the most popular topics in the business arena. This chapter aims to examine this concept from several different perspectives. The first section summarizes the evolution of the green marketing concept with the help of theoretical underpinnings. The criticisms regarding green marketing are also discussed. The second section investigates green consumer behavior. In order to position green product offerings, companies need to understand the characteristics and buying patterns of different segments of the green consumer. This section helps to identify the Turkish green consumer. The language and appeals used in environmental communication are very important in changing attitudes. Thus, the third section focuses on the effectiveness of green messages. In the last part of the chapter, the Gezi Park protests from Turkey are examined as an important case with political, economic, social and international impacts as well as its triggering effect of leading to mindful consumption. This chapter explores existing literature on an interest provoking subject--green marketing--as well as integrating theoretical concepts with a recent social event from an emerging market with a case study approach.
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Evolution Of Green Marketing

Throughout marketing literature scholars found several terms for defining the analysis of how marketing activities impact on the environment and how environment can be incorporated to the marketing function. According to Peattie and Peattie (2008) the origins of environmental issues in marketing go back to 1970s with emergence of ecological marketing (Henion & Kinnear, 1976) and the ecologically concerned consumers (Kardash, 1976).

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