Nowadays, paying attention to the environmental needs and desires of consumersand trying to satisfy them by designing marketing activities in an environmentallyfriendly way, is the best way to increase their satisfaction and finally, gaincompetitive advantage. Prior research has paid much attention to the consumerbehavior and marketing activities of corporate organizations, but none has studied...

In the managerially oriented studies that dominate the field of green marketing, the focus is on understanding how to accomplish the marketing of green products in an efficient and profitable manner (see also Ählström, Macquet, & Richter, 2009; Kilbourne, 1998b; Meriläinen, Moisander, & Pesonen, 2000). These studies set out to profile the green consumer (e.g., Baker, Thompson, & Engelken, 2004;...

a r t i c l e i n f o Keywords: Sustainability Jugaad Green marketing Frugal engineering New product development While academic debates and practical approaches to green marketing have matured over the past few decades , one central conundrum that has remained unresolved has been the trade-off between the higher prices of green products and the objectives of environmental sustainability. In gen...

This paper introduces how green marketing influences the sustainable development of garment industry. It analyses the cost and profit to implement green marketing, both in a short term and in the long run. In a short term the cost may increase. However, in the long run, the income will overweigh the cost. There’re five reasons: reduced cost, expanding export by broking down green barriers, esta...

The Banrock Station brand, owned by wine producer BRL Hardy, has been highly successful in the UK and USA, and in the Australian premium wine market. In part, success has arisen from the positive attributes of being a ‘new world’ wine, but the case study shows that it is branding as a ‘green’ wine that supports conservation activities that has given Banrock Station a distinctive edge. The exper...

The aim of this study was investigation of green marketing and its impacts on consumer behavior in sports shops in East Azerbaijan province of Iran. The present study is functionalized by objectives and done by field. The study statistical society was sports shops in East Azerbaijan and 210 samples were chosen randomly according to Morgan sampling method and 196 questionnaires were collected ...

since 1980, green marketing movement has been widely regarded by organizations consumers. organizations- seeking social legitimacy produce environment friendly products, while try to influence environmental issues. hence, this paper tries to know sensitivity level of consumers to environment issues, rate of participation in social programs related to green marketing and the level of attention a...

The low-carbon economy based on "low energy consumption, low pollution, and low-emissions" has become the world's emerging economic development model; the select of "low-carbon lifestyle, low-carbon consumption" has become a fashionable topic of the moment, and looking for low-carbon economic opportunities is becoming new thinking of entrepreneurs, low-carbon property will become the new engine...