![green marketing research Cart](https://hbr.org/resources/css/images/cart-icon.png)
- SUGGESTED TOPICS
- The Magazine
- Newsletters
- Managing Yourself
- Managing Teams
- Work-life Balance
- The Big Idea
- Data & Visuals
- Reading Lists
- Case Selections
- HBR Learning
- Topic Feeds
- Account Settings
- Email Preferences
![](http://serviteca.online/777/templates/cheerup2/res/banner1.gif)
Research: How to Effectively Market Green Products
- Tensie Whelan
- Randi Kronthal-Sacco
![green marketing research green marketing research](https://hbr.org/resources/images/article_assets/2023/07/Jul23_19_1173369992.jpg)
A study involving nine leading brands reveals the messaging that resonates and boosts market share.
A study, involving Edelman and nine major brands, finds that despite corporate hesitations, sustainable products are growing twice as fast as conventional ones, appealing across all demographics. Brands should ensure that product quality is not compromised while promoting sustainability. Combining sustainability claims with core brand attributes can broaden consumer appeal. Effective sustainability messages prioritize the personal and community benefits, while technical or scientific claims are less compelling unless tied to consumer benefits. Sustainably-marketed goods are consistently growing across demographics, indicating that compelling sustainability claims can boost customer engagement and business growth.
In these polarized times, corporate leaders are growing skittish about promoting sustainability in their products. Yet our research on actual consumer purchases demonstrates that sustainable products are growing two times faster than conventional, at a 28% premium in average, across most demographics.
![green marketing research green marketing research](https://hbr.org/resources/css/images/hmm/HBR-learning-icon.png)
- TW Tensie Whelan is a clinical professor of business and society and the director of the NYU Stern Center for Sustainable Business, and she sits on the advisory boards of Arabesque and Inherent Group.
- RK Randi Kronthal-Sacco is a Senior Scholar, Marketing and Corporate Outreach for the NYU Stern Center for Sustainable Business. Previously, she was a senior executive at Johnson & Johnson.
Partner Center
Information
- Author Services
Initiatives
You are accessing a machine-readable page. In order to be human-readable, please install an RSS reader.
All articles published by MDPI are made immediately available worldwide under an open access license. No special permission is required to reuse all or part of the article published by MDPI, including figures and tables. For articles published under an open access Creative Common CC BY license, any part of the article may be reused without permission provided that the original article is clearly cited. For more information, please refer to https://www.mdpi.com/openaccess .
Feature papers represent the most advanced research with significant potential for high impact in the field. A Feature Paper should be a substantial original Article that involves several techniques or approaches, provides an outlook for future research directions and describes possible research applications.
Feature papers are submitted upon individual invitation or recommendation by the scientific editors and must receive positive feedback from the reviewers.
Editor’s Choice articles are based on recommendations by the scientific editors of MDPI journals from around the world. Editors select a small number of articles recently published in the journal that they believe will be particularly interesting to readers, or important in the respective research area. The aim is to provide a snapshot of some of the most exciting work published in the various research areas of the journal.
Original Submission Date Received: .
- Active Journals
- Find a Journal
- Proceedings Series
- For Authors
- For Reviewers
- For Editors
- For Librarians
- For Publishers
- For Societies
- For Conference Organizers
- Open Access Policy
- Institutional Open Access Program
- Special Issues Guidelines
- Editorial Process
- Research and Publication Ethics
- Article Processing Charges
- Testimonials
- Preprints.org
- SciProfiles
- Encyclopedia
![Sustainability sustainability-logo](https://pub.mdpi-res.com/img/journals/sustainability-logo.png?8600e93ff98dbf14)
Article Menu
![green marketing research green marketing research](https://www.mdpi.com/profiles/12194/thumb/C._Michael_Hall.jpg)
- Subscribe SciFeed
- Recommended Articles
- Google Scholar
- on Google Scholar
- Table of Contents
Find support for a specific problem in the support section of our website.
Please let us know what you think of our products and services.
Visit our dedicated information section to learn more about MDPI.
JSmol Viewer
The state of research in green marketing: a bibliometric review from 2005 to 2022.
![green marketing research green marketing research](https://www.mdpi.com/bundles/mdpisciprofileslink/img/unknown-user.png)
1. Introduction
2. literature review, 3. research methodology, 3.1. method, 3.2. data selection, 3.3. search query, 3.4. inclusion and exclusion criteria.
- Identifying, eliminating, and correcting duplicate records [ 35 ].
- Analyzing the articles according to inclusion and exclusion criteria.
- Reading and checking the content based on title, abstract, and keyword criteria.
3.5. Bibliometric Analysis
4. results: systematic analysis of the research field, 4.1. prominent topics, 4.2. prominent articles, 4.3. prominent authors, 4.4. top 15 influential countries in green marketing research (2011–2022), 4.5. top 15 high-research-producing institutions, 4.6. documents by subject areas, 5. discussion, 6. implications and future research, 7. conclusions, author contributions, institutional review board statement, informed consent statement, data availability statement, acknowledgments, conflicts of interest.
- Polonsky, M.J. An Introduction to Green Marketing. Electron. Green J. 1994 , 1 , 1–11. [ Google Scholar ] [ CrossRef ]
- Dahhan, A.; Arenkov, I. Green marketing as a trend towards achieving sustainable development. J. Econ. Entrep. Law 2021 , 11 , 2497–2512. [ Google Scholar ] [ CrossRef ]
- Martin, D.M.; Schouten, J. Sustainable Marketing ; Pearson: Noida, UP, India, 2015. [ Google Scholar ]
- Milanović, T.; Popović, V.M.; Vučković, S.; Rakaščan, N.; Popović, S.; Petković, Z. Analysis of soybean production and biogas yield to improve eco-marketing and circular economy. Econ. Agric. 2020 , 67 , 141–156. [ Google Scholar ] [ CrossRef ]
- Baker, W.E.; Sinkula, J.M. Environmental Marketing Strategy and Firm Performance: Effects on New Product Performance and Market Share. J. Acad. Mark. Sci. 2005 , 33 , 461–475. [ Google Scholar ] [ CrossRef ]
- Leonidou, C.N.; Leonidou, L. Research into environmental marketing/management: A bibliographic analysis. Eur. J. Mark. 2011 , 45 , 68–103. [ Google Scholar ] [ CrossRef ]
- Galaz, V.; Centeno, M.A.; Callahan, P.W.; Causevic, A.; Patterson, T.; Brass, I.; Baum, S.; Farber, D.; Fischer, J.; Garcia, D.; et al. Artificial intelligence, systemic risks, and sustainability. Technol. Soc. 2021 , 67 , 101741. [ Google Scholar ] [ CrossRef ]
- Peattie, K.; Charter, M. Green Marketing. In The Marketing Book , 5th ed.; Baker, M.J., Ed.; Butterworth-Heinemann: New York, NY, USA, 2003; pp. 726–755. [ Google Scholar ]
- Ruggiero, S.; Kangas, H.-L.; Annala, S.; Lazarevic, D. Business model innovation in demand response firms: Beyond the niche-regime dichotomy. Environ. Innov. Soc. Transit. 2021 , 39 , 1–17. [ Google Scholar ] [ CrossRef ]
- Dennis, C.; Harris, L.; Peattie, K.; Crane, A. Green marketing: Legend, myth, farce or prophesy? Qual. Mark. Res. Int. J. 2005 , 8 , 357–370. [ Google Scholar ] [ CrossRef ]
- Widyastuti, S.; Santoso, B. Green marketing: A study of the factors influencing the repurchase decision for Javanony Herbal Products. ASEAN Mark. J. 2021 , 8 , 4. [ Google Scholar ]
- Dangelico, R.M.; Vocalelli, D. “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. J. Clean. Prod. 2017 , 165 , 1263–1279. [ Google Scholar ] [ CrossRef ]
- Prakash, A. Green marketing, public policy and managerial strategies. Bus. Strat. Environ. 2002 , 11 , 285–297. [ Google Scholar ] [ CrossRef ]
- Chen, T.B.; Chai, L.T. Attitude towards the environment and green products: Consumers’ perspective. Manag. Sci. Eng. 2010 , 4 , 27–39. [ Google Scholar ]
- Gelderman, C.J.; Schijns, J.; Lambrechts, W.; Vijgen, S. Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business-to-business context. Bus. Strat. Environ. 2021 , 30 , 2061–2076. [ Google Scholar ] [ CrossRef ]
- Hasan, Z.; Ali, N.A. The impact of green marketing strategy on the firm’s performance in Malaysia. Procedia-Soc. Behav. Sci. 2015 , 172 , 463–470. [ Google Scholar ] [ CrossRef ]
- Govender, J.P.; Govender, T.L. The influence of green marketing on consumer purchase behavior. Environ. Econ. 2016 , 7 , 77–85. [ Google Scholar ] [ CrossRef ]
- Riva, F.; Magrizos, S.; Rubel, M.R.B. Investigating the link between managers’ green knowledge and leadership style, and their firms’ environmental performance: The mediation role of green creativity. Bus. Strat. Environ. 2021 , 30 , 3228–3240. [ Google Scholar ] [ CrossRef ]
- Kotler, P. Reinventing Marketing to Manage the Environmental Imperative. J. Mark. 2011 , 75 , 132–135. [ Google Scholar ] [ CrossRef ]
- McDonagh, P.; Prothero, A. Sustainability marketing research: Past, present and future. J. Mark. Manag. 2014 , 30 , 1186–1219. [ Google Scholar ] [ CrossRef ]
- Kumar, P. State of green marketing research over 25 years (1990–2014): Literature survey and classification. Mark. Intell. Plan. 2016 , 34 , 137–158. [ Google Scholar ] [ CrossRef ]
- Saleem, F.; Khattak, A.; Ur Rehman, S.; Ashiq, M. Bibliometric analysis of green marketing research from 1977 to 2020. Publications 2021 , 9 , 1. [ Google Scholar ] [ CrossRef ]
- Ho, C.-Y.; Tsai, B.-H.; Chen, C.-S.; Lu, M.-T. Exploring Green Marketing Orientations toward Sustainability the Hospitality Industry in the COVID-19 Pandemic. Sustainability 2021 , 13 , 4348. [ Google Scholar ] [ CrossRef ]
- Kar, S.K.; Harichandan, S. Green marketing innovation and sustainable consumption: A bibliometric analysis. J. Clean. Prod. 2022 , 361 , 132290. [ Google Scholar ] [ CrossRef ]
- Vaja, J. A Study on Kerala Ecotourism and role of Marketing Strategies in the promotion of Ecotourism sites. Rev. Rev. Index J. Multidiscip. 2021 , 1 , 21–26. [ Google Scholar ]
- Liang, D.; De Jong, M.; Schraven, D.; Wang, L. Mapping key features and dimensions of the inclusive city: A systematic bibliometric analysis and literature study. Int. J. Sustain. Dev. World Ecol. 2022 , 29 , 60–79. [ Google Scholar ] [ CrossRef ]
- de Ries, K.E.; Schaap, H.; van Loon, A.-M.M.J.A.P.; Kral, M.M.H.; Meijer, P.C. A literature review of open-ended concept maps as a research instrument to study knowledge and learning. Qual. Quant. 2022 , 56 , 73–107. [ Google Scholar ] [ CrossRef ]
- Mariani, M.M.; Perez-Vega, R.; Wirtz, J. AI in marketing, consumer research and psychology: A systematic literature review and research agenda. Psychol. Mark. 2022 , 39 , 755–776. [ Google Scholar ] [ CrossRef ]
- Kumar, S.; Sureka, R.; Lim, W.M.; Mangla, S.K.; Goyal, N. What do we know about business strategy and environmental research? Insights from Business Strategy and the Environment. Bus. Strat. Environ. 2021 , 30 , 3454–3469. [ Google Scholar ] [ CrossRef ]
- Rashmi, K.; Kataria, A. Work–life balance: A systematic literature review and bibliometric analysis. Int. J. Sociol. Soc. Policy 2021 , 42 , 1028–1065. [ Google Scholar ] [ CrossRef ]
- Thomas, C.G. Academic Databases. In Research Methodology and Scientific Writing ; Springer: Cham, Switzerland, 2021; pp. 227–261. [ Google Scholar ]
- Pranckutė, R. Web of Science (WoS) and Scopus: The Titans of Bibliographic Information in Today’s Academic World. Publications 2021 , 9 , 12. [ Google Scholar ] [ CrossRef ]
- Ryser, G.R. Qualitative and quantitative approaches to assessment. In Identifying Gifted Students ; Routledge: Oxfordshire, UK, 2021; pp. 33–57. [ Google Scholar ]
- Page, M.J.; McKenzie, J.E.; Bossuyt, P.M.; Boutron, I.; Hoffmann, T.C.; Mulrow, C.D.; Shamseer, L.; Tetzlaff, J.M.; Moher, D. Updating guidance for reporting systematic reviews: Development of the PRISMA 2020 statement. J. Clin. Epidemiol. 2021 , 134 , 103–112. [ Google Scholar ] [ CrossRef ]
- Chistov, V.; Aramburu, N.; Carrillo-Hermosilla, J. Open eco-innovation: A bibliometric review of emerging research. J. Clean. Prod. 2021 , 311 , 127627. [ Google Scholar ] [ CrossRef ]
- Behera, R.K.; Bala, P.K.; Dhir, A. The emerging role of cognitive computing in healthcare: A systematic literature review. Int. J. Med. Inform. 2019 , 129 , 154–166. [ Google Scholar ] [ CrossRef ] [ PubMed ]
- Ouhbi, S.; Idri, A.; Fernández-Alemán, J.L.; Toval, A. Requirements engineering education: A systematic mapping study. Requir. Eng. 2015 , 20 , 119–138. [ Google Scholar ] [ CrossRef ]
- Idri, A.; Amazal, F.A.; Abran, A. Analogy-based software development effort estimation: A systematic mapping and review. Inf. Softw. Technol. 2015 , 58 , 206–230. [ Google Scholar ] [ CrossRef ]
- Ampah, J.D.; Yusuf, A.A.; Afrane, S.; Jin, C.; Liu, H. Reviewing two decades of cleaner alternative marine fuels: Towards IMO’s decarbonization of the maritime transport sector. J. Clean. Prod. 2021 , 320 , 128871. [ Google Scholar ] [ CrossRef ]
- Van Eck, N.J.; Waltman, L. Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics 2010 , 84 , 523–538. [ Google Scholar ] [ CrossRef ]
- Caruso, G.; Gattone, S.; Fortuna, F.; Di Battista, T. Cluster Analysis for mixed data: An application to credit risk evaluation. Socio-Econ. Plan. Sci. 2021 , 73 , 100850. [ Google Scholar ] [ CrossRef ]
- Bhardwaj, A.K.; Garg, A.; Ram, S.; Gajpal, Y.; Zheng, C. Research Trends in Green Product for Environment: A Bibliometric Perspective. Int. J. Environ. Res. Public Health 2020 , 17 , 8469. [ Google Scholar ] [ CrossRef ]
- Agarwal, A.; Durairajanayagam, D.; Tatagari, S.; Esteves, S.C.; Harlev, A.; Henkel, R.; Roychoudhury, S.; Homa, S.; Puchalt, N.G.; Ramasamy, R.; et al. Bibliometrics: Tracking research impact by selecting the appropriate metrics. Asian J. Androl. 2016 , 18 , 296–309. [ Google Scholar ] [ CrossRef ]
- Khan, I.S.; Ahmad, M.O.; Majava, J. Industry 4.0 and sustainable development: A systematic mapping of triple bottom line, Circular Economy and Sustainable Business Models perspectives. J. Clean. Prod. 2021 , 297 , 126655. [ Google Scholar ] [ CrossRef ]
- Paul, J.; Modi, A.; Patel, J. Predicting green product consumption using theory of planned behavior and reasoned action. J. Retail. Consum. Serv. 2016 , 29 , 123–134. [ Google Scholar ] [ CrossRef ]
- Delmas, M.A.; Burbano, V.C. The Drivers of Greenwashing. Calif. Manag. Rev. 2011 , 54 , 64–87. [ Google Scholar ] [ CrossRef ]
- Hartmann, P.; Apaolaza-Ibáñez, V. Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. J. Bus. Res. 2012 , 65 , 1254–1263. [ Google Scholar ] [ CrossRef ]
- Chen, Y.S.; Chang, C.H. Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Manag. Decis. 2012 , 50 , 502–520. [ Google Scholar ] [ CrossRef ]
- Chamorro, A.; Rubio, S.; Miranda, F.J. Characteristics of research on green marketing. Bus. Strat. Environ. 2009 , 18 , 223–239. [ Google Scholar ] [ CrossRef ]
- Hong, Z.; Guo, X. Green product supply chain contracts considering environmental responsibilities. Omega 2019 , 83 , 155–166. [ Google Scholar ] [ CrossRef ]
- Moon, C.J. Contributions to the SDGs through Social and Eco entrepreneurship: New Mindsets for Sustainable Solutions. In Entrepreneurship and the Sustainable Development Goals ; Emerald Group Publishing: Bingley, UK, 2018; pp. 47–68. [ Google Scholar ] [ CrossRef ]
- Han, M.; Xu, B. Distance with Customers Effects on Green Product Innovation in SMEs: A Way through Green Value Co-creation. SAGE Open 2021 , 11 , 21582440211061539. [ Google Scholar ] [ CrossRef ]
- Nozari, H.; Szmelter-Jarosz, A.; Ghahremani-Nahr, J. The Ideas of Sustainable and Green Marketing Based on the Internet of Everything—The Case of the Dairy Industry. Futur. Internet 2021 , 13 , 266. [ Google Scholar ] [ CrossRef ]
- Usharani, M.; Gopinath, R. A Study on Consumer Behaviour on Green Marketing with reference to Organic Food Products in Tiruchirappalli District. Int. J. Adv. Res. Eng. Technol. 2021 , 11 , 1235–1244. [ Google Scholar ]
- Williams, A.E. Is general collective intelligence a reliable path towards achieving green growth. Int. J. Glob. Environ. Issues 2022 , 21 , 357. [ Google Scholar ] [ CrossRef ]
- Gustavo, J.U., Jr.; Trento, L.R.; de Souza, M.; Pereira, G.M.; de Sousa Jabbour, A.B.L.; Ndubisi, N.O.; Jose Chiappetta Jabbour, C.; Borchardt, B.; Zvirtes, L. Green marketing in supermarkets: Conventional and digitized marketing alternatives to reduce waste. J. Clean. Prod. 2021 , 296 , 126531. [ Google Scholar ] [ CrossRef ]
- Yang, X.; Liao, S.; Li, R. The evolution of new ventures’ behavioral strategies and the role played by governments in the green entrepreneurship context: An evolutionary game theory perspective. Environ. Sci. Pollut. Res. 2021 , 28 , 31479–31496. [ Google Scholar ] [ CrossRef ] [ PubMed ]
- Hosta, M.; Zabkar, V. Antecedents of Environmentally and Socially Responsible Sustainable Consumer Behavior. J. Bus. Ethic 2021 , 171 , 273–293. [ Google Scholar ] [ CrossRef ]
- Fraisl, D.; Hager, G.; Bedessem, B.; Gold, M.; Hsing, P.-Y.; Danielsen, F.; Hitchcock, C.B.; Hulbert, J.M.; Piera, J.; Spiers, H.; et al. Citizen science in environmental and ecological sciences. Nat. Rev. Methods Prim. 2022 , 2 , 64. [ Google Scholar ] [ CrossRef ]
Click here to enlarge figure
No. | Paper Name | Journal | Author | Year | Total |
---|---|---|---|---|---|
1 | Predicting green product consumption using theory of planned behavior and reasoned action | Journal of Retailing and Consumer Studies | Justin Paul Modi Ashwin | 2016 | 691 |
2 | The drivers of green washing | California Management Review | Delmas Magali A. Burbano Vanessa Cuerel | 2011 | 584 |
3 | How can corporate social responsibility activities create value for stakeholders? A systematic review | Journal of the Academy of Marketing Sciences | Peloza, John Shang, Jingzhi | 2011 | 524 |
4 | Consumer attitude and purchase intention towards green energy brands: The roles of psychological benefits and environmental concern | Journal of Business Research | Hartmann Patrick, Apalazaibanez Vanessa | 2012 | 484 |
5 | Enhance green purchase intention: The roles of green perceived value, green perceived risk and green trust | Management Decisions | Chen, Yu–Shan Chang, Ching–Hsun | 2012 | 470 |
6 | Green marketing strategies: An examination of stakeholders and the opportunities they present | Journal of the Academy of Marketing Science | Cronin Jr, J. Joseph Smith, Jeffery S. Gleim | 2011 | 365 |
7 | Green wash and Green Trust: The Mediation effects of green consumer confusion and green perceived risk | Journal of Business Ethics | Chen, Yu–Shan Chang, Ching–Hsum | 2013 | 318 |
8 | Seeing the world through GREEN—tinted glasses: green consumption values and responses to environmentally friendly products | Journal of Consumer Psychology | Haws, Kelly L. Winterich, Karen Page Naylor | 2014 | 314 |
9 | Re- examining green purchase behavior and the green consumer profile: new evidences | Management Decision | Akehurst, Gary Afonso, Carolina Gonclaves | 2012 | 264 |
10 | Energy Balance and obesity: what are the main drivers? | Cancer Causes and Control | Romieu, Isabelle Dossus, Laure | 2017 | 260 |
11 | Green product supply chain contracts considering environmental responsibilities | Omega | Hong, Zhaofu Guo, Xiaolong | 2019 | 258 |
12 | Environmentally responsible behavior in ecotourism: Antecedents and implications | Tourism Management | Chiu, Yen–Ting Helena Lee, Wan–I chen, Tsung–Hsiung | 2014 | 244 |
13 | Anticipated emotion in consumers intentions to select eco-friendly restaurants: Augmenting the theory of planned behavior | International Journal of Hospitality Management | Kim, Yong Joong Njite, David Hancer, Murat | 2013 | 226 |
14 | Investigation of green marketing tools effect on consumers purchase behavior | Business Strategy Series | Rahbar, Elham Wahid, Nabsiah, Abdul | 2011 | 224 |
15 | The service resolution and the transformation of marketing science | Marketing Science | Rust, Roland T. Huang, Ming–Hui | 2014 | 219 |
Ranking | Sources | Documents | Publisher | Country |
---|---|---|---|---|
1 | Sustainability | 94 | MDPI | Switzerland |
2 | Journal of Cleaner Production | 42 | Elsevier | The Netherlands |
3 | Journal of Business Research | 26 | Elsevier | The Netherlands |
4 | Marketing Intelligence and Planning | 16 | Emerald | UK |
5 | Journal of Business Ethics | 15 | Springer | The Netherlands |
6 | Journal of Strategic Marketing | 15 | Taylor and Francis | UK |
7 | Journal of Marketing Management | 14 | Taylor and Francis | UK |
8 | Quality Access to Success | 14 | SRAC | Romania |
9 | Industrial Marketing Management | 13 | Elsevier | The Netherlands |
10 | International Journal of Consumer Studies | 12 | Wiley | UK |
11 | Business strategy and the environment | 11 | Wiley | UK |
12 | Amfiteatru Economics | 10 | Bucharest University of Economic Studies | Romania |
13 | International Journal of Contemporary Hospitality Management | 10 | Emerald | UK |
14 | Journal of consumer marketing | 10 | Emerald | UK |
15 | Journal of macro marketing | 10 | Sage Publication | United States |
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of MDPI and/or the editor(s). MDPI and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content. |
Share and Cite
Bhardwaj, S.; Nair, K.; Tariq, M.U.; Ahmad, A.; Chitnis, A. The State of Research in Green Marketing: A Bibliometric Review from 2005 to 2022. Sustainability 2023 , 15 , 2988. https://doi.org/10.3390/su15042988
Bhardwaj S, Nair K, Tariq MU, Ahmad A, Chitnis A. The State of Research in Green Marketing: A Bibliometric Review from 2005 to 2022. Sustainability . 2023; 15(4):2988. https://doi.org/10.3390/su15042988
Bhardwaj, Seema, Kiran Nair, Muhammad Usman Tariq, Asad Ahmad, and Asmita Chitnis. 2023. "The State of Research in Green Marketing: A Bibliometric Review from 2005 to 2022" Sustainability 15, no. 4: 2988. https://doi.org/10.3390/su15042988
Article Metrics
Article access statistics, further information, mdpi initiatives, follow mdpi.
![MDPI Open Access Journals MDPI](https://pub.mdpi-res.com/img/design/mdpi-pub-logo-white-small.png?71d18e5f805839ab?1718874496)
Subscribe to receive issue release notifications and newsletters from MDPI journals
Green Marketing Strategies: Research Agenda for Sustainable Consumer Behavior and Corporate Responsibility
- First Online: 21 June 2024
![](http://serviteca.online/777/templates/cheerup2/res/banner1.gif)
Cite this chapter
- Wasfi Alrawabdeh 19
Part of the book series: Contributions to Environmental Sciences & Innovative Business Technology ((CESIBT))
This paper examines green marketing strategies in the context of sustainable consumer behavior and corporate responsibility. It focuses on three themes: Consumer Perception and Behavior, Corporate Responsibility and Ethical Practices, and Emerging Trends and Innovations in Green Marketing. The paper offers insights into the impact of eco-friendly consumer behavior, tangible actions for businesses to foster sustainability, and emerging trends such as technological integration and circular economy models. The paper provides a roadmap for businesses navigating the complex landscape of sustainability and emphasizes a shift toward ecological responsibility as an ethical imperative.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
- Available as PDF
- Read on any device
- Instant download
- Own it forever
- Available as EPUB and PDF
- Durable hardcover edition
- Dispatched in 3 to 5 business days
- Free shipping worldwide - see info
Tax calculation will be finalised at checkout
Purchases are for personal use only
Institutional subscriptions
Ahmed RR et al (2023) Effect of green marketing mix, green customer value, and attitude on green purchase intention: evidence from the USA. Environ Sci Pollut Res 30(5):11473–11495
Article Google Scholar
Bhardwaj S et al (2023) The state of research in green marketing: a bibliometric review from 2005 to 2022. Sustainability 15(4):2988
Chamorro A, Rubio S, Miranda FJ (2009) Characteristics of research on green marketing. Bus Strateg Environ 18(4):223–239
Cronin JJ et al (2011) Green marketing strategies: an examination of stakeholders and the opportunities they present. J Acad Mark Sci 39:158–174
Dangelico RM, Vocalelli D (2017) “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. J Clean Prod 165:1263–1279
Ginsberg JM, Bloom PN (2004) Choosing the right green marketing strategy. MIT Sloan Manag Rev 46(1):79–84
Google Scholar
Kilbourne WE (1998) Green marketing: a theoretical perspective. J Mark Manag 14(6):641–655
Li Z et al (2021) Effects of government subsidies on green technology investment and green marketing coordination of supply chain under the cap-and-trade mechanism. Energy Econ 101:105426
Mishra P, Sharma P (2014) Green marketing: challenges and opportunities for business. BVIMR Manag Edge 7 (1)
Mishra P, Sharma P (2010) Green marketing in India: emerging opportunities and challenges. J Engin, Sci Manag Educat 3(1):9–14
Mukonza C, Swarts I (2020) The influence of green marketing strategies on business performance and corporate image in the retail sector. Bus Strateg Environ 29(3):838–845
Nekmahmud M, Fekete-Farkas M (2020) Why not green marketing? Determinates of consumers’ intention to green purchase decision in a new developing nation. Sustainability 12(19):7880
Nguyen-Viet B (2023) The impact of green marketing mix elements on green customer based brand equity in an emerging market. Asia-Pacific J Business Administr 15(1):96–116
Osuagwu L (2023) Green marketing: conceptualizations, managerial practices, challenges and research agenda. J Sustain Develop Stud 16
Peattie K (2008) Green marketing. The marketing book. Routledge, pp 600–623
Polonsky MJ, Rosenberger PJ III (2001) Reevaluating green marketing: a strategic approach. Bus Horiz 44(5):21–21
Prakash A (2002) Green marketing, public policy and managerial strategies. Bus Strateg Environ 11(5):285–297
Sharma AP (2021) Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda. Int J Consum Stud 45(6):1217–1238
Szabo S, Webster J (2021) Perceived greenwashing: the effects of green marketing on environmental and product perceptions. J Bus Ethics 171:719–739
Tiwari S et al (2011) Green marketing-emerging dimensions. J Bus Excell 2(1):18–23
Download references
Author information
Authors and affiliations.
Department of Marketing, Business School, The Hashemite University, P.O. Box 330127, Zarqa, 13133, Jordan
Wasfi Alrawabdeh
You can also search for this author in PubMed Google Scholar
Corresponding author
Correspondence to Wasfi Alrawabdeh .
Editor information
Editors and affiliations.
Business School, Department of Accounting, Hashemite University, Zarqa, Jordan
Hashem Alshurafat
College of Business and Finance, Ahlia University, Manama, Bahrain
Allam Hamdan
(Professor – Accounting), School of Business, University of Southern Queensland, Toowoomba, QLD, Australia
Rights and permissions
Reprints and permissions
Copyright information
© 2024 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
About this chapter
Alrawabdeh, W. (2024). Green Marketing Strategies: Research Agenda for Sustainable Consumer Behavior and Corporate Responsibility. In: Alshurafat, H., Hamdan, A., Sands, J. (eds) Sustainable Horizons for Business, Education, and Technology. Contributions to Environmental Sciences & Innovative Business Technology. Springer, Singapore. https://doi.org/10.1007/978-981-97-2981-4_6
Download citation
DOI : https://doi.org/10.1007/978-981-97-2981-4_6
Published : 21 June 2024
Publisher Name : Springer, Singapore
Print ISBN : 978-981-97-2980-7
Online ISBN : 978-981-97-2981-4
eBook Packages : Earth and Environmental Science Earth and Environmental Science (R0)
Share this chapter
Anyone you share the following link with will be able to read this content:
Sorry, a shareable link is not currently available for this article.
Provided by the Springer Nature SharedIt content-sharing initiative
- Publish with us
Policies and ethics
- Find a journal
- Track your research
Green Marketing: Benefits and Challenges
- January 2021
- This person is not on ResearchGate, or hasn't claimed this research yet.
![green marketing research C. Vijai at Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technology ,India](https://i1.rgstatic.net/ii/profile.image/11431281219230311-1706003461677_Q64/C-Vijai-2.jpg)
- Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technology ,India
Discover the world's research
- 25+ million members
- 160+ million publication pages
- 2.3+ billion citations
![green marketing research Ali Albdairi](https://i1.rgstatic.net/ii/profile.image/1046183069880322-1626440889701_Q64/Ali-Albdairi.jpg)
- Akancha Kumari
![green marketing research Selladurai Muthusamy](https://i1.rgstatic.net/ii/profile.image/1100055327064065-1639285036279_Q64/Selladurai-Muthusamy-2.jpg)
- Priyanka Wandhe
- Dr. Mohit Sharma
- Recruit researchers
- Join for free
- Login Email Tip: Most researchers use their institutional email address as their ResearchGate login Password Forgot password? Keep me logged in Log in or Continue with Google Welcome back! Please log in. Email · Hint Tip: Most researchers use their institutional email address as their ResearchGate login Password Forgot password? Keep me logged in Log in or Continue with Google No account? Sign up
![](http://serviteca.online/777/templates/cheerup2/res/banner1.gif)
IMAGES
VIDEO
COMMENTS
Former studies explored the reasons for the development of green marketing, which were the outcomes of ecological pressures and the proposal of the idea of sustainable consumption; besides, studies also explored the significance of green marketing in sustainable consumption ( Chen, 2016 ).
Research has offered helpful insights for green product marketers owing to the great perceived eco cost amongst customers, and it emphasises essential for creating marketing communication campaigns promoting green products.
This comprehensive analysis of 1121 research and review articles published in 462 journals listed in the Scopus and Web of Science databases during 1990–2021 provides measurable and meaningful insights into research trends in sustainable consumption and green marketing innovation.
The purpose of this study was to examine the influences of green marketing strategy elements (i.e. green corporate image, green product price, green product quality and salesperson's green expertise) on satisfaction in the B2B context.
The study presents an overview of green marketing and the gap between attitude and actual purchase behaviour of consumers towards green products. A total of 232 studies have been analysed using a systematic review to develop a green purchase decision-making model.
Research: How to Effectively Market Green Products. by. Tensie Whelan. and. Randi Kronthal-Sacco. July 19, 2023. Richard Drury/Getty Images. Summary. A study, involving Edelman and...
Based on the bibliometric analysis of 1348 articles published between 2011 and 2022, this analysis provides the first factual and statistical insight into research trends concerning green marketing and eco-marketing of green products.
This research paper analyzes the dynamic relationship between environmental sustainability, businesses, and consumers, by examining the changing landscape of green marketing strategies. The paper focuses on three significant themes, including Consumer Perception and Behavior, Corporate Responsibility and Ethical Practices, and Emerging Trends ...
Introduction. Responsible production and consumption (the twelfth SDG) are significant challenges societies currently face due to the ever-growing scarcity of the natural resources needed to produce goods and services.
Abstract. Green products usually defined as products that are Environmental or Eco friendly and can be recycled. However, each person may have different opinions about green products. This...