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Full Description
In response to the escalating demand for environmentally friendly products across diverse sectors, the discourse on Green Concepts has evolved into a number of key strategic imperatives for both researchers and corporates. Green Marketing Perspectives delves into the profound impact of the Green Concept's emergence and the ways in which companies are altering their marketing strategies to leverage green and sustainable messaging.
Covering subjects such as green messaging via traditional and social media, green marketing campaigns, innovative marketing and customer value marketing, the contributors also highlight the ubiquitous issue of 'greenwashing' in its various forms. With cases drawn from around the world this will be a valuable addition to the literature on Green Marketing for students, researchers and industry experts.
Contents
Section 1. Green Marketing Paradigms
Chapter 1. Building a Sustainable Brand: The Role of Green Marketing; Devender Kumar, Sonu Dua, and Sakshi Dua
Chapter 2. Green Marketing: A Paradigm Shift Towards Innovation; Shrejal Kumari, Shwati Sudha, and Anjali Kasture
Chapter 3. A Bibliometric Analysis Discourse on Sustainable Marketing Strategies; Neeraj Bhanot, Anurag Pahuja, and Ajay Chandel
Chapter 4. Bridging the Attitude-Behavior Gap in Green Marketing: A Structural Equation Modelling Approach to Psychological and Environmental Influences; Sanjay K., Shweta Tewari, and A. Nagaraj Subbarao
Chapter 5. Green Loyalty: Cultivating Sustainable Customer Relationships Through Green Marketing; Gurpreet Singh and Inderpal Singh
Chapter 6. Exploring the Interplay of Corporate Social Responsibility and Sustainability in Green Marketing Strategies for Cosmetic Products; Shyamali Dubey
Chapter 7. Analyzing the Green Sustainable Responsibility in the Indian Insurance Sector; Amarjit Singh and Anoop Mohanty
Chapter 8. Navigating the Green Horizon: Embracing Green Sustainable Responsibility in Business Practices; Vasumathi Arumugam, Abdul Razak, Asokan Vasudevan, and Subashini R.
Section 2. Green Marketing Competitive Decisions
Chapter 9. Unveiling the Green Mix: A Strategic Approach to Sustainable Marketing; Devender Kumar, Aabid Mushtaq Najar, and Lakshyaraj Singh Rathore
Chapter 10. Factors Affecting Green Purchase Behaviour of Rural Customers of North India: An Analysis Through M-O-A Framework; Ankita Saxena and Shashi Shekhar Gautam
Chapter 11. Decoding Gen Z Green Purchase Behavior in India by Exploring Green Attitude, Green Customer Perceived Value, and Green Marketing Mix; Khusboo Srivastava
Chapter 12. Expectations and Propensity of Gen Z to Spend Additional for Eco-friendly Green Products: Lessons for Marketers; Renuka Deshmukh and Srinivas Subbarao Pasumarti
Chapter 13. Consumer's Behavior Concerning Sustainable Green Packaging; Dilip Nana Aher and Yogesh Wasudev Bhowte
Chapter 14. Role of Green Banking in Promoting Sustainable Development in India; Anu Sahi, Abhishek Sharma, and Rajesh Bagga
Chapter 15. Cloud of Things Lead to Green Supply Chain Integration and Sustainability in Industry 4.0; Deepika Pandoi
Chapter 16. A Systematic Review on Integration Between Green Sustainable Supply Chain and Organizational Management; Rohit Malik, Sakshi Dua, and Sonu Dua
Section 3. Green Marketing Initiatives
Chapter 17. Exploring Green Marketing: Past, Present, and Prospective Directions; Rama Singh
Chapter 18. Greening the Click-Environmental Initiatives in Global E-commerce Marketing; Thomas K.V., Punam Rattan, and Raji Ramakrishnan Nair
Chapter 19. Benefits and Challenges of Green Marketing in the Pharmaceutical Industry; Prince Arora
Chapter 20. Green Marketing Services: Navigating Sustainability in Business; Bhanu Sharma, Prikshat Kumar Angra, and Pritpal Singh
