The number of consumers concerned about the environment is growing. Although the promotion of green products is recognized as a basic method for solving the waste crisis and improving the environment, resources for producing or serving green products are relatively limited, causing inconveniences and elevated prices for the consumer. Therefore, it becomes significant that those customers who ar...

Increasing awareness on the various environmental problems has led a shift in the way consumers go about their life. There has been a change in consumer attitudes towards a green lifestyle. People are actively trying to reduce their impact on the environment. However, this is not widespread and is still evolving. Organizations and business however have seen this change in consumer attitudes and...

Green marketing subsumes greening products as well as greening firms. In addition to manipulating the 4Ps (product, price, place and promotion) of the traditional marketing mix, it requires a careful understanding of public policy processes. This paper focuses primarily on promoting products by employing claims about their environmental attributes or about firms that manufacture and/or sell the...

The growing social and regulatory concerns for the environment lead an increasing number of companies to consider green issues as a major source of strategic change. In particular, this trend has major and complex implications on the technological strategy of a company and on its product innovations. Even though it is increased eco-awareness of Indian customers during the past few decades, ther...

We argue that social marketing, a strategy that uses techniques from corporate marketing to influence the behavior of target audiences, is a useful framework for thinking about motivating people to enact environmentally sustainable behaviors. We critically examine some pervasive green applications through the lens of social marketing and discuss how we might study various persuasive factors enc...

Time has witnessed the different phases of marketing strategy. Out of which, sustainability is the key issue which has emerged in marketing strategy over the time. In earlier phase of 1970s, ecological issues have emerged as a new paradigm in marketing strategy. Then in next decade, social issues picked up the lime light and emerged along with ecology. Reassessment of the issues resulted in evo...