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Green marketing strategies

Taghian, Mehdi, Polonsky, Michael Jay and D'Souza, Clare 2016, Green marketing strategies. In Sarker, Dibyendu, Datta, Rupali, Mukherjee, Avinandan and Hannigan, Robyn (ed), An integrated approach to environmental management, John Wiley & Sons, Hoboken, N.J., pp.231-253.

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Title Green marketing strategies
Author(s) Taghian, MehdiORCID iD for Taghian, Mehdi orcid.org/0000-0001-6163-6107
Polonsky, Michael JayORCID iD for Polonsky, Michael Jay orcid.org/0000-0003-2395-1311
D'Souza, Clare
Title of book An integrated approach to environmental management
Editor(s) Sarker, Dibyendu
Datta, Rupali
Mukherjee, Avinandan
Hannigan, Robyn
Publication date 2016
Chapter number 9
Total chapters 21
Start page 231
End page 253
Total pages 23
Publisher John Wiley & Sons
Place of Publication Hoboken, N.J.
Keyword(s) green marketing theory
green positioning
green demand
green purchase decisions
stakeholders green sentiments
green products
green manufacturing processes
green prices
green logistics
green distribution
green distribution chain
green promotion
environmental logos
third‐party certification
environmental management system
triple bottom line accounting
green R&D
Summary This chapter presents the fundamentals of “green” marketing by drawing on traditional marketing theory as well as researchfocused on green marketing context. It discusses five critical areas in green marketing. The first critical area stems from green marketingtheory and practice that examines the logic for reducing the environmental impact of value creation and exchange. The second criticalarea highlights green marketing strategy that focuses on achieving organizational goals in ways that can reduce or eliminate negativeimpacts on the natural environment. The third critical area examines the green marketing mix that accounts for green products, greendistribution, green pricing, and green promotion. By using traditional marketing concepts, the chapter identifies how the entiremarketing mix elements should consistently provide a complete green product offering. Green products and processes need to beresearched, designed, and manufactured to include environmentally safe ingredients and components. Products need to be strategicallypriced to reflect their green values, distributed in the green chain channels and displayed effectively to highlight their status, and accuratelycommunicated to consumers and stakeholders. The fourth critical area illustrates governance and control. It shows how theholistic transformation toward greening the organization requires organizational culture change to gain support within and outside thefirm to ensure environmental issues are appropriately considered. These can be assessed by using existing management mechanisms,such as environmental management systems and/or triple bottom line management, which ensure best practice and continuousimprovements to occur. Lastly, the chapter discusses the future of green marketing and the direction that businesses need to take if theyseek to be sustainable.
ISBN 9781118744352
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 909999 Commercial Services and Tourism not elsewhere classified
HERDC Research category B1 Book chapter
ERA Research output type B Book chapter
Copyright notice ©2015, John Wiley & Sons
Persistent URL http://hdl.handle.net/10536/DRO/DU:30079888

Document type: Book Chapter
Collection: Department of Marketing
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