The limitations and potentialities of green marketing

Wymer, Walter and Polonsky, Michael J. 2015, The limitations and potentialities of green marketing, Journal of nonprofit and public sector marketing, vol. 27, no. 3, Special issue : Green Marketing, pp. 239-262, doi: 10.1080/10495142.2015.1053341.

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Title The limitations and potentialities of green marketing
Author(s) Wymer, Walter
Polonsky, Michael J.ORCID iD for Polonsky, Michael J.
Journal name Journal of nonprofit and public sector marketing
Volume number 27
Issue number 3
Season Special issue : Green Marketing
Start page 239
End page 262
Total pages 24
Publisher Taylor & Francis
Place of publication London, Eng.
Publication date 2015
ISSN 1049-5142
Keyword(s) environmental marketing
green marketing
social responsibility
Summary The authors evaluate the potential of green marketing and its limitations in solving society’s environmental problems. The streams of research in the green marketing area are reviewed and their assumptions and efficacies are discussed. While green marketing has some positive societal outcomes, on its own it is an insufficient solution to societal environmental problems in general and to humanity’s existential threat from climate change in particular. The authors analyze and discuss the roles and responsibilities of business, citizen-consumers, and government in contributing environmental solutions.
Language eng
DOI 10.1080/10495142.2015.1053341
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, Taylor & Francis
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Document type: Journal Article
Collections: Faculty of Business and Law
Department of Marketing
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