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What is Green Value

Chapter 12
The Circular Economy and Its Implications on Sustainability and the Green Supply Chain
Green value is the overall value consumers gain by using green products and services. Green value is the sum of the financial, environmental, social, information and functional benefits that a green product or service can provide to the consumers. Consumers evaluate offerings based on these benefits and form positive or negative attitudes.
Published in Chapter:
Green Marketing and Branding: Combining Micro and Macro Perspectives to Achieve a Circular Economy
Asli Kuscu (Yeditepe University, Turkey)
Copyright: © 2019 |Pages: 17
DOI: 10.4018/978-1-5225-8109-3.ch012
Abstract
Green products and services have become an important part of consumption, as consumers' knowledge and concern towards environmental sustainability has increased and they have started to concentrate on their environmental impact. Nonetheless, green marketing still constitutes a small portion of the overall consumer spending. This chapter aims to highlight the importance of marketing activities in the adoption and social normalization of green consumption by the consumers generating public support and economic benefits for the companies as well as environmental and social gains for the society in return. Combining both micro and macro-level determinants and consequences, a conceptual framework is suggested which aims to contribute to literature both theoretically and practically.
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