Green marketing in emerging markets : strategic and operational perspectives / / editors, Chipo Mukonza [et al.]

• Pubblicazione: Cham, Switzerland : , : Palgrave Macmillan, , [2021]; ©2021
• Descrizione fisica: 1 online resource (302 pages) : illustrations (some color)
• Disciplina: 658.802
• Soggetto topico: Green marketing
• Persona (resp. second.): MukonzaChipo
• Note generali: Includes index.
• Nota di contenuto: Intro -- Preface -- Acknowledgements -- Contents -- Notes on Contributors -- List of Figures -- List of Tables -- Part I: Introduction to Green Marketing -- 1: Green Marketing: An Introduction -- 1.1 Introduction -- 1.1.1 Why Green Marketing? -- 1.2 Issues and Conceptualisation -- 1.3 Strategic and Operational Perspectives of Green Marketing -- 1.4 Format of the Book Chapter -- 1.5 Conclusion -- References -- 2: Green Business Practices in Emerging Economies -- 2.1 Introduction -- 2.2 Conceptual Framework and Overview -- 2.2.1 The Etymology of Green Economy and Green Business -- 2.2.2 Green Business Practice -- 2.2.3 Greening of Nature Conservation -- 2.3 Recycling -- 2.3.1 Construction and Technology -- 2.4 Evidence from Brazil, South Africa and China -- 2.4.1 Brazil as a Case Study -- 2.4.2 South Africa as a Case Study -- 2.4.3 China -- 2.5 The Future of Green Business in Emerging Economies -- 2.6 Conclusion -- References -- Part II: Strategic Perspectives on Green Marketing -- 3: Green Marketing: A Conceptual Overview -- 3.1 Introduction -- 3.1.1 Green Marketing Concept -- 3.1.2 Marketing Mix -- 3.1.3 External Green Ps -- 3.1.4 Internal Green Ps -- 3.1.5 The Ss of Green Success -- 3.2 Green Tactics and Strategies -- 3.2.1 Design for the Environment -- 3.2.2 Greening of Product Life-Cycle Stages -- 3.2.3 Recommendation for Emerging Markets -- 3.2.4 Conclusion -- References -- 4: Green Consumer Behaviour -- 4.1 Introduction -- 4.2 Towards a Green Consumerism Culture -- 4.2.1 Pre-consumerism Stage -- 4.2.2 Consumerism Stage -- 4.2.3 Post-Consumerism Stage -- 4.3 Defining Green Consumer Behaviour -- 4.4 Segmenting Green Consumers -- 4.5 Influencing Green Consumer Buying Behaviour -- 4.5.1 Socio-culture -- 4.5.2 Habits -- 4.5.3 The Self -- 4.5.3.1 Self-concept and Self-consistency -- 4.5.3.2 Self-interest. ; 4.5.3.3 Demographic Characteristics -- 4.5.4 Psychological Factors -- 4.5.4.1 Motivation -- 4.5.4.2 Cognitive -- 4.5.4.3 Affective -- 4.6 Green Buying and Consumption Decision Process -- 4.6.1 Environmental Problem Recognition -- 4.6.2 Green Information Search -- 4.6.3 Evaluation of Green Information -- 4.6.4 Green Purchase (Product or Behaviour Adoption) -- 4.6.5 Post-Purchase Green Behaviour (Product Usage and Disposal) -- 4.7 Understanding Green Attitude and Behaviour -- 4.8 Models on Green Attitudinal and Behavioural Change -- 4.8.1 ABC Model of Attitude -- 4.8.1.1 The Low-Involvement Hierarchy -- 4.8.1.2 Standard Learning Hierarchy -- 4.8.1.3 Experiential Hierarchy -- 4.8.2 The Extended Fishbein Model -- 4.9 Changing Consumer Attitudes Towards Green Behaviour -- 4.9.1 The SHIFT Framework -- 4.9.2 The Kurt Lewin Model of Change -- 4.10 Recommendations for Emerging Economies -- 4.11 Conclusion -- References -- 5: Consumer Buying Behaviour for Green Products in India -- 5.1 Introduction -- 5.1.1 Green Business Practices -- 5.2 Literature Review -- 5.3 Research Methodology -- 5.3.1 Theory of Planned Behavior Model: Hypothesised Model of the Study -- 5.4 Findings and Discussions -- 5.4.1 Green Purchase Behaviour -- 5.4.2 Facilitators and Inhibitors for Purchase of Green Products -- 5.5 Implications for Managers in Emerging Markets -- 5.6 Conclusions -- References -- 6: Green Integrated Marketing Communication -- 6.1 Introduction -- 6.2 Integrated Marketing Communications -- 6.2.1 IMC as a Process -- 6.2.2 IMC as a Strategy -- 6.2.3 Levels of Integration of Communication -- 6.2.4 Distinctive Attributes of Green IMC -- 6.3 Green Integrated Marketing Communications -- 6.3.1 Audience-Focused Green IMC -- 6.3.2 Green IMC Content -- 6.3.3 Channel-Centred Green IMC -- 6.3.3.1 Green Advertising. ; 6.3.3.2 Green Public Relation -- 6.3.3.3 Green Packaging -- 6.3.3.4 Eco-labels -- 6.3.3.5 Social Media Green Marketing -- 6.3.3.6 Green Communication on Websites -- 6.3.4 Results-Driven Green IMC -- 6.3.4.1 Green IMC Influence on Consumer Perceptions and Responses -- 6.3.4.2 Marketing and Financial Outcomes of Green IMC -- 6.4 Framework of Green IMC -- 6.5 Recommendation for Emerging Economies -- 6.6 Conclusion -- References -- 7: Green Product Management: An Emerging Market Perspective in South Africa -- 7.1 Background -- 7.2 Purpose and Objectives -- 7.3 Research Design -- 7.4 The Green Economy in SA -- 7.5 Green Marketing, Green Products and Green Behaviour -- 7.6 Green Marketing and the Textile Industry in SA -- 7.7 Green Marketing and the Retail Sector in SA -- 7.8 Factors Influencing Green Product Adoption in SA -- 7.8.1 Product -- 7.8.2 Packaging from Recycled Material -- 7.8.3 Use of Eco-labels -- 7.8.4 Environmental Awareness/Green Promotion -- 7.8.5 Environmental Knowledge -- 7.8.6 Cost of Green Products, Product Quality and Availability -- 7.8.7 Social and Peer Influence -- 7.9 Conclusion -- References -- Part III: Operational Perspectives on Green Marketing -- 8: Green Initiatives in Logistics Social Responsibility: A Research on the Turkish Logistics Industry -- 8.1 Introduction -- 8.2 The Interrelationship Between Marketing and Logistics in Supply Chain Management -- 8.3 Types of LSPs and the Acting Role of 3PL Providers -- 8.4 The Importance of Green in the Shift from CSR to LSR -- 8.4.1 The CSR Concept in Sustainability and Stakeholder Relationship Management -- 8.4.2 Moving from CSR to LSR -- 8.4.3 The Importance of the Green Aspect in LSR -- 8.5 Green Practices in LSR Activities of LSPs: A Case from the Turkish Logistics Industry -- 8.6 Conclusion -- References. ; 9: Greenwashing: How Difficult It Is to Be Transparent to the Consumer-H& -- M Case Study -- 9.1 Introduction -- 9.2 An Eco-lexicon of Green-Related Terms -- 9.3 Consumer Perception of Green-Related Terms -- 9.4 What Consumers Expect, What Brands Give -- 9.5 Case of H& -- M and Fashion Revolution -- 9.6 Fashion Revolution: Fashion Transparency Index -- 9.7 Recommendations and Examples from Emerging Economies -- 9.7.1 Educating Stakeholders -- 9.7.2 Transparency -- 9.7.3 Inclusive Approaches as Participatory Design or Co-design -- 9.7.4 Learning from the Consumer -- 9.7.5 Localisation of Terms -- 9.7.6 Reliable Labelling Systems -- 9.8 Conclusion -- References -- 10: Green Marketing Orientations and Firm Performance in Nigeria: A Literature Review -- 10.1 Introduction -- 10.2 Theoretical Foundation -- 10.3 Conceptual and Empirical Review of Green Marketing -- 10.4 Conceptual and Empirical Review of Firm's Performance -- 10.5 Model of Interaction Between Green Marketing and Firm's Performance -- 10.6 Conclusion -- References -- Part IV: Opportunities, Challenges and Implications -- 11: Opportunities and Challenges of Green Marketing -- 11.1 Introduction -- 11.2 Opportunities for Green Marketing: Focus on Emerging Economies -- 11.2.1 Promotion of Sustainable Development in Developing Countries -- 11.2.2 Supportive Government Policies -- 11.2.3 Rich Natural Resource, Cultural and Biodiversity -- 11.2.4 Source of Competitive Advantage -- 11.2.5 Health Consciousness and Increasing Green Consumerism -- 11.2.6 Corporate Social Responsibility Tool -- 11.3 Green Marketing Practice and Lessons for Other Developing Economies -- 11.4 Challenges of Green Marketing -- 11.4.1 Challenges from Government -- 11.4.2 Challenges Within the Firms -- 11.4.3 Consumers' Uncertainty About Green Products. ; 11.4.4 Limited Green Financing and Investment Opportunities -- 11.5 The Way Forward and Implication for Green Business -- 11.5.1 A Tripartite Approach -- 11.5.2 Green Marketing Mix -- 11.6 Green Marketing Implications for Emerging Economies -- 11.7 Conclusion -- References -- 12: Emerging Trends in the Green Marketing Space: Implications for Theory, Practice and Policy Formulation -- 12.1 Introduction -- 12.2 Emerging trends in Green Marketing -- 12.3 Drivers and Consequences of Green Marketing -- 12.4 Implications for Theory -- 12.5 Implications for Practice and Policy Formulation -- 12.6 Conclusion -- References -- Index.
• Sommario/riassunto: Green marketing has risen in prominence over recent years as corporations face calls to lower their carbon footprint, engage in socially responsible practices, and promote sustainable ways of conducting business. In emerging economies, social, economic, and environmental problems resulting from rapid industrialisation requires urgent attention. Promoting environmentally responsible practices through green marketing has been identified as a key solution. This book provides theoretical and practical insights into how businesses in emerging economies can integrate green objectives into their marketing activities to achieve sustainable outcomes and attain green-focused goals. It discusses green marketing from strategic and operational perspectives, which considers target consumers, products, processes, promotion and sustainability of resources and presents the institutional logic of embedding greenness across organisational marketing activities. Issues concomitant to green marketing such as consumer buying behaviour of green products, green integrated marketing communication, green product management, green initiatives in logistics social responsibility, greenwashing and the need for transparency, and green marketing orientations and firm performance, are covered in the book. Ultimately, this collection contributes to and extends theoretical conversations on green marketing while also providing actionable recommendations for organisations and the larger society in emerging economies.
• Titolo autorizzato: Green marketing in emerging markets
• ISBN: 3-030-74065-X
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910495235003321
• Lo trovi qui: Univ. Federico II
• Serie: Palgrave studies of marketing in emerging economies.