Green Marketing in Emerging Economies: Communication and Brand Perspective: An Introduction

Emmanuel Mogaji, Ogechi Adeola, Isaiah Adisa, Robert E. Hinson, Chipo Mukonza, Ayça Can Kirgiz

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

22 Citations (Scopus)

Abstract

Green marketing functions encompass branding, packaging, and communication of the benefits of green products to attract and retain green consumers. It is also aimed at achieving sustainability goals. With the growing consumer market and awareness of the impact and benefits of green products, organisations must channel their resources towards developing a green product that appeals to the need of the consumers in their environment. Apart from product development, which is crucial, green offerings will undoubtedly influence consumer purchase behaviour, particularly when the right brand image is established. This chapter introduces the core discussions in the book and provides the platform for evaluating and considering how organisations can effectively communicate and brand their products to achieve business, societal, and sustainability goals.

Original languageEnglish
Title of host publicationPalgrave Studies of Marketing in Emerging Economies
PublisherPalgrave Macmillan
Pages1-16
Number of pages16
DOIs
Publication statusPublished - 2022
Externally publishedYes

Publication series

NamePalgrave Studies of Marketing in Emerging Economies
VolumePart F3550
ISSN (Print)2730-5554
ISSN (Electronic)2730-5562

Keywords

  • Brand equity
  • Branding
  • Emerging markets
  • Green marketing
  • Green marketing communication

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