Welcome to the InfoSci Platform
Green Marketing Mix: A Review of Literature and Direction for Future Research

Green Marketing Mix: A Review of Literature and Direction for Future Research

Prashant Kumar, Bhimrao Ghodeswar
Copyright: © 2019 |Pages: 19
ISBN13: 9781522579151|ISBN10: 152257915X|EISBN13: 9781522579168
DOI: 10.4018/978-1-5225-7915-1.ch078
Cite Chapter Cite Chapter

MLA

Kumar, Prashant, and Bhimrao Ghodeswar. "Green Marketing Mix: A Review of Literature and Direction for Future Research." Green Business: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2019, pp. 1611-1629. https://doi.org/10.4018/978-1-5225-7915-1.ch078

APA

Kumar, P. & Ghodeswar, B. (2019). Green Marketing Mix: A Review of Literature and Direction for Future Research. In I. Management Association (Ed.), Green Business: Concepts, Methodologies, Tools, and Applications (pp. 1611-1629). IGI Global. https://doi.org/10.4018/978-1-5225-7915-1.ch078

Chicago

Kumar, Prashant, and Bhimrao Ghodeswar. "Green Marketing Mix: A Review of Literature and Direction for Future Research." In Green Business: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 1611-1629. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7915-1.ch078

Export Reference

Mendeley
Favorite

Abstract

The purpose of this paper is to report the findings of a systematic review of literature in green marketing domain and to propose directions for future research. Green marketing issues are delineated from literature extending marketing orientation and marketing mix frameworks. As society becomes more concerned with the natural environment, businesses modify their behaviour in an attempt to address society's concerns. Based on the literature review, the conceptual review and direction for future research have been delineated and discussed. The paper concludes with the evidences of integration between sustainability and marketing in forms of corporate environmental actions and green marketing practices in businesses. The paper deals with the concept of 4-Ps and the green marketing practice as business response to the increasing environmental consciousness of consumers in the market. The discussion highlights future research avenues and consequent implications for marketers of green products in designing their marketing strategies.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.